Choosing the right accommodations- what matters most?

Selecting the right hotel, motel, or bed & breakfast can be a demanding task for many people. The abundant number of specials, promotions, and programs can simply be overwhelming.What are people looking for? What matters most? And how can you effectifely position your property in today’s market?

Once people decide on their top priorities, they are able to make a more targeted search.

Survey questions directed to potential and actual hotel guests:

What Matters Most In Choosing Your Accommodation?

1.) How important is the price?

2.) How relevant is the location?

3.) Which amenities are you looking for?

4.) How important is service?

5.) Which role do reviews from past travelers play in your search for accommodations?

6.) How important is comfort?

7.) How vital is cleanliness?

8.) Which role do online booking options play?

9.) How important is comparison shopping for you?

10.) What role does family-friendliness play?

11.) How relevant are loyalty/miles programs?

12.) Which role does the business structure (chain resort, B&B, independent property, family hotel etc.) play in your choice?

Structure

Loyality

Family

Comparison

Online

Cleanliness

Comfort Reviews

Service

Amenities

Location

Price

Survey results demonstrated in a pie chart:

Primary accommodation possibilities in the Venice area:

Hampton Inn & Suites

Horse & Chaise Inn

Inn At The Beach

Venice Beach Villas

Best Western Ambassador Suites

Holiday Inn Express

Historic El Patio Hotel

The two top priorities in selecting accommodations are :

1.) Price

2.) Location

Observational Research Results:

Hampton Inn:Price: Average nightly rate in February: $169.00Location: In the heart of Venice, close to shopping & dining, 2 miles from the beach.

Amenities: • Complimentary high speed internet

• Complimentary deluxe continental breakfast

• 24 hour convenience store & gift shop

• Guest laundry facilities

• Outdoor heated swimming pool & spa

• Fitness room

• 32” & 37” (in suites) flat screen TV’s

Service: Observed check-in procedure seemed to be smooth, friendly front desk staff.

Reviews: According to tripadvisor: 86% recommend the Hampton Inn.

Comfort: The rooms were spacious, modern and quiet. The lobby was welcoming and

comfortable.

Comparisons: On average, travellers compared 2 other hotels before booking this property.

Online booking: Excellent

Cleanliness: Very good

Kid Friendly: Children under 18 stay FREE with parents

Special Programs: Hilton HHonors® membership honored with points or miles, long term rates

Structure: Chain hotel- 110 rooms

Horse & Chaise Inn:Price: Average nightly rate in February: $149.00Location: On the island of Venice, close to shopping & dining, 1 mile from the beach.

Amenities: • Full breakfast

• 24 hour snack cupboard

• Walking distance to downtown venues and theatre

• Bicycles

• Beach chairs and towels

• Free wireless internet

• Free off-street parking

• No minimum stay requirement

• Pets welcome

Service: Friendly staff, mom & pop style, individualized service.

Reviews: According to tripadvisor: 93% recommend the Horse & Chaise Inn.

Comfort: The rooms are nicely decorated with different themes. The ambience is colorful and relaxing.

Comparisons: On average, travellers compared 1 other hotel before booking this property.

Online booking: Excellent

Cleanliness: Excellent

Kid Friendly: No special facilities for children are available.

Special Programs: Repeat Guest Discounts, Wedding packages, Love & Romance packages.

Structure: Bed & Breakfast- 9 rooms

Inn at the Beach:Price: Average nightly rate in February: $221.00Location: Beach front location.

Amenities: • In-room safes

• Continental breakfast

• Complimentary high speed internet access

• Outdoor heated swimming pool & spa

• Many rooms feature full kitchens

Service: Helpful & friendly staff, great breakfast choices, “staff goes the extra mile”.

Reviews: According to tripadvisor: 97% recommend the Inn at the Beach.

Comfort: Gulf view rooms are small but nicely equipped. Quiet location, balconies facing

the Gulf of Mexico.

Comparisons: On average, travellers compared 2 other hotels before booking this property.

Online booking: Moderate- instant reservation not available, lengthy form to fill out.

Cleanliness: Very good

Kid Friendly: Kid friendly staff, beach toys are available, teddy bear compliments.

Special Programs: Repeat guest & long term stay rate discounts.

Structure: Non-chain hotel- 49 rooms

Venice Beach Villas:Price: Average nightly rate in February: $147.00Location: On the island of Venice, close to shopping & dining, 0.5 mile from the beach.

Amenities: • One & Two Bedroom apartments with fully equipped kitchens

• Heated pool

• Gas grill

• Free wireless internet

• Free use of bicycles

• Free wireless internet

• Quiet location

Service: Attention to detail, friendly innkeepers,”Kevin & Lori accomodated us with a smile”.

Reviews: According to tripadvisor: 97% recommend the Venice Beach Villas.

Comfort: Privacy, relaxing atmosphere, tropical landscaped garden & patio, quaint-old florida feel.

Comparisons: On average, travellers compared 3 other hotels before booking this property.

Online booking: Moderate- reservation request is not instant, allow for time to respond.

Cleanliness: Excellent

Kid Friendly: No special facilities for children are available.

Special Programs: Repeat & long term guest discounts

Structure: Family owned hotel- 12 rooms

Best Western Ambassador Suites:Price: Average nightly rate in February: $144.00Location: Close to interstate 75, 5.5 miles from the beach.

Amenities: • Complimentary full breakfast

• Outdoor heated pool

• Exercise facility

• Ballroom

• Guest laundry

• Free wireless internet

• Conference facilities

• Gift shop and store

• Catering

• Banquet facilities

• Safety box rental

• Ice/Vending machines

• 100% pet and smoke free

Service: 24-hour front desk, concierge services, efficient, courteous staff.

Reviews: According to tripadvisor: 87% recommend the Best Western Ambassador Suites.

Comfort: The rooms are spacious & comfortable, many amenities, small pool, new & modern furniture, soft towels, large bathrooms.

Comparisons: On average, travellers compared 2 other hotels before booking this property.

Online booking: Excellent

Cleanliness: Very good

Kid Friendly: No special facilities for children are available.

Special Programs: Corporate rates, AAA discounts, Best Western reward program.

Structure: Chain hotel- 83 rooms

Holiday Inn Express:Price: Average nightly rate in February: $152.00Location: Close to interstate 75, 5.5 miles from the beach.

Amenities: • Outdoor pool

• Health & Fitness center

• Self laundry facilities

• Same day dry cleaning

• Business Center

• Free wireless internet

• Ice machine

• Pets allowed

• Complimentary breakfast

Service: Multilingual front desk staff, friendly service.

Reviews: According to tripadvisor: 75% recommend the Holiday Inn Express.

Comfort: Nice & quiet rooms, small pool, new and modern interior, only one slow elevator. Comparisons: On average, travellers compared 2 other hotels before booking this property.

Online booking: Excellent

Cleanliness: Very good

Kid Friendly: Kids eat free program

Special Programs: Group Discounts, Special internet rates, Priority club rewards, Bonus points & miles

Structure: Chain hotel- 73 rooms

Historic El Patio Hotel:Price: Average nightly rate in February: $160.00Location: On the island of Venice, close to shopping & dining, 0.5 mile from the beach.

Amenities: • Two-room suites

• Small refrigerator

• In town location

• Microwave oven

• Toaster

• Parking behind hotel

• Computer with broadband connection

• Hot tub

Service: Friendly old-school service, inviting, living room type atmosphere.

Reviews: N/A

Comfort: Old fashioned & outdated furnishings, small bathrooms, roof top deck, old Florida atmosphere, charming & quaint.

Comparisons: On average, travellers compared 3 other hotels before booking this property.

Online booking: Moderate- reservation request is not instant, allow for time to respond.

Cleanliness: Moderately clean

Kid Friendly: No special facilities for children are available.

Special Programs: Long term rates are available.

Structure: Family owned hotel- 32 rooms

Hampton Inn

Horse &

Chaise

Inn at the Beach

Beach Villas

Best Western

Holiday Inn

El Patio

Price:

Location:

Amenities:

Service:

Reviews:

Comfort:

Comparisons:

Online Booking:

Cleanliness:

Kid-Friendly:

Special Programs:

Structure:

Ratings from 1 - 5

1= Superior 2= Excellent 3= Good 4= Fair 5=Poor

Comparative Analysis:

3

3

2

3

1

2

3

2

3

2

2

2

2

2

2

2

2

4

1

3

2

2

1

3

4

1

1

2

4

2

2

3

1

2

2

3

2

2

1

2

4

4

2

2

1

2

2

3

1

3

2

2

1

4

3

1

3

2

2

2

2

3

2

2

1

2

3

2

3

2

2

1

3

2

2

4

4

4

2

4

N/A

3

4

3

Survey results for PRICE:

Low

Moderate

High

El PatioHoliday InnBest WesternBeach VillasInn at the BeachHorse & ChaiseHampton Inn

Survey results for LOCATION:

Poor

Fair

Good

Excellent

Superior

El PatioHoliday InnBest WesternBeach VillasInn at the BeachHorse & ChaiseHampton Inn

Positioning Map:

$100

$50

$150

$200

$250

Beach

Location

Avera

ge p

rice

per

nig

ht

in F

eb

ruary

Interstate

Hampton Inn

Best Western

Holiday Inn

El Patio

Beach Villas

Horse & Chaise

Inn at the Beach

Conclusion:

The survey and observational research results clearly indicate the most important attributes in the consumer decision making process. The price and location factors outweigh any other components with reference to selecting a hotel or bed & breakfast establishment. The findings show that the price and location elements display a proportional relationship- the more desirable the location, the higher the room rate. Venice is a small beach town which mainly attracts retirees, tourists, and vacationers. Higher than average room rates are warranted, since the town offers a uniquely quaint downtown area, old Florida charm, and pristine, sandy, white beaches. Accommodation possibilities are limited compared to the vast amount of visitors each year. Businesses depend on seasonal revenues and most discounts and specials are only being offered in the off-season months. Since Venice is a desirable winter vacation area, almost all surveyed hotels can account for high occupancy rates.

The survey results were overwhelmingly positive and entailed only a few negative comments. The room rates did not vary greatly since most hotels in town are in a similar socioeconomic category. The difference in location was approximately a five mile span (from I-75 to the Gulf of Mexico). Overall, the observed accommodation possibilities received high rates in service, cleanliness, and comfort. A few deficiencies became evident in the online booking and kid-friendly categories.

The surveyed brands could best be studied by plotting their relevance on a positioning map. Mapping emphasizes focal points of customer’s priorities and brand placement. Management is easily able to determine the two or three key attributes which are often sufficient enough to predict consumers choices. In addition, market share of competitors can be observed which will, in turn, assist to gain a competitive advantage. Positioning maps can serve as starting points to explore future opportunities for expansion, or to reposition existing structures. Product strengths and weaknesses relative to competing products can be assessed. In this case, the different size circles represent the brand’s market share. Their positioning shows where they comparably rank in regard to the two key attributes of price and location. Studying the map, it seems plausible that the Hampton Inn is the most versatile choice. The hotel is located between the beach and the Interstate and the average room rate of $169.00 per night seems appropriate compared to other hotels in the same category.