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Holiday Inn 50th Anniversary Research Identifies What Matters Most to Consumers
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10 July 2002

As part of Holiday Inn Hotels and Resorts' 50th Anniversary in August 2002, Six Continents today released consumer survey results centered on guest preference initiatives that matter most to consumers. "A Good Night's Sleep", "Overall Room Comfort", "Bathroom Comfort" and "Arrival and Departure" emerged as top preferences from more than 450 key consumers across major markets in Asia Pacific including Shanghai, Sydney and Kuala Lumpur. The Holiday Inn 50th Anniversary Consumer Research is part of the group's strategy to further develop a deeper understanding of what business and leisure travellers in key Asian markets desire from their hotel stays and identify changing travel trends.

"Consumers have told us that they want to be able to tailor their sleep experience to suit their individual needs. For example, a choice of pillows and mattresses are the most important considerations for sleep comfort. Soft and thick towels are also essential to a guest's bathroom comfort. For a hassle-free arrival and departure, they want registration cards to be ready upon their arrival and want to receive the hotel bill early in the morning," said Richard Hartman, Managing Director, Six Continents Hotels Asia Pacific. "Holiday Inn is responding directly to consumers and over the next year will focus on guest-led innovations in four key areas cited in the research as most important to business and leisure travellers - "Good Night's Sleep", "Overall Room Comfort", "Bathroom Comfort" and "Arrival and Departure." 

"Our ultimate goal for Holiday Inn over the long-term is to hold the leading market position in the mid-scale segment in key countries in Asia Pacific such as China and Australia," added Mr. Hartman.

Top Four Guest Preferences

A Good Night's Sleep

"A Good Night's Sleep" was consistently cited as an important part of a relaxing stay across the markets surveyed.

· "A Good Nights Sleep" was rated as "extremely important" by over 70% of business and leisure travellers from all countries polled. 

· A choice of pillows was one of the most important considerations for sleep comfort, while blackout curtains, choice of blanket or duvet and adjustable lighting followed.

Overall Room and Bathroom Comfort

"Overall Room Comfort" and "Bathroom Comfort" are also a priority for business and leisure travellers. They identified the following areas:

· Almost half of the business and leisure travellers surveyed considered bathroom comfort a critical factor. 

 · More than 80% of leisure travellers rated shampoo as a critical bathroom amenity.
· More than 80% of business travellers, on the other hand, considered fluffy towels essential to their stay.

Arrival and Departure

The survey also found that consumers desire efficient, hassle-free arrival and departure procedures, allowing them to maximise their business and leisure travel time. 

· Most guests want registration cards to be ready upon their arrival. 

· Business travellers prefer to be presented with the hotel bill early in the morning during check-out.

· Leisure travellers would like to drop their keys in an express check-out box.

Changing Travel Trends

Key Travel Destinations 

The report also revealed key growth markets for outbound travel in Asia. A highlight follows:

· China emerged as the top business destination followed by Singapore, Australia and Thailand. 

· Overall, leisure travellers choose Australia, Singapore, China and Thailand as their destination of choice over Europe. 

· The survey found that Chinese business executives are now travelling more frequently (76% travel more than twice a year) than their Australian counterparts (24% travel twice a year). 

· 96% of Malaysian respondents said that they travelled out of Malaysia twice a year compared to 60% of Chinese respondents.

Research Methodology

Conducted by Research Pacific Group, the Holiday Inn 50th Anniversary Hallmarks Consumer Research targeted a total of 460 business and leisure outbound travellers. Respondents were selected based on specific age groups, gender, frequency of overseas/domestic travel, and level of authority in selecting hotels. All respondents surveyed were of local nationality and regular guests at three to four star hotel properties. The survey was conducted from April to May 2002. Interviews with the respondents were conducted face-to-face and lasted approximately 40 minutes.

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