SiteMinder Finds More French Accommodation Seekers Prefer to Book Direct
A new report by SiteMinder, the global hotel industry's leading guest acquisition platform, has found that more of France's accommodation seekers prefer to book their stays directly than with a third party.
"Hoteliers globally who attract French travellers to their properties should be encouraged by our findings that more prefer to book direct than through a third-party channel. Armed with this information, it is important that those hoteliers capitalise by investing in their direct booking strategy, including, first and foremost, their direct hotel website," says Antoine Aubrun, Country Manager - France at SiteMinder. "To own the guest relationship and create loyalty from the very beginning of their guests' journeys, hoteliers cannot underestimate the significance of having an appealing, user-friendly and informative website, as well as a booking engine that is designed to convert both on desktop and on mobile devices."
SiteMinder's research also looked at the in-stay preferences and frustrations of French travellers. Above all possible choices, SiteMinder's research found that what French travellers (39 percent) wanted most was to be able to choose their room. In spite of their increased use around the world, less than 15 percent of respondents expressed interest in an augmented reality experience, and even less (11 percent) said they were interested in artificial intelligence providing them local information and a calendar of activities. Only five percent of participants said they would like to check-in at a hotel without first speaking to a human, suggesting that most French travellers still desire personalised hospitality delivered by people.
When asked to nominate their top frustrations when staying at a hotel, the majority of French travellers reported a bad wifi connection (40 percent) and an access card that didn't work (28 percent). Other frustrations included delays in receiving customer service or a response to a request (16 percent), long check-out queues (10 percent), and televisions that showed only free-to-air programs (five percent).
In an age of rising choice and accessibility for curious travellers, SiteMinder exists to liberate hoteliers with technology that makes a world of difference. SiteMinder is the global hotel industry's leading guest acquisition platform, ranked among technology pioneers for its smart and simple solutions that put hotels everywhere their guests are, at every stage of their journey. It's this central role that has earned SiteMinder the trust of more than 35,000 hotels, across 160 countries, to generate in excess of 87 million reservations worth over US$28 billion in revenue for hotels each year. For more information, visit www.siteminder.com.
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