Hoteliers can drive revenue growth by offering not only experiences that customers want, but experiences for which they are willing to pay a premium. Recently, PwC conducted research to analyze the value of different hotel options. The research reveals that issue resolution and in-room amenities are features most sought by customers. Unlike traditional methods of consumer research, PwC’s Experience Radar 2012 measures the features that customers value as they select a hotel, not just features they like. The difference is that valued features are those for which customers are willing to pay more. The study is based on responses to an online survey from a sample of 900 U.S. consumers—600 leisure travelers and 300 business travelers.

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