Attribute-based shopping is likely to increase traveler value, certainty and satisfaction among hotel guests, a survey of more than 1,000 U.S. travelers finds.
The survey, conducted by hotel property management provider StayNTouch alongside the NYU SPS Jonathan M. Tisch Center of Hospitality, reveals that 63% of respondents feel that attribute-based selling would provide value, and 59% think that a customized guest room would be a good deal.
More than half of respondents say attribute-based shopping would increase their comprehension of a hotel room’s price and that it would be a convenient way to book a hotel room.
Additionally, 78% of respondents believe attribute-based shopping would provide room features tailored to their preferences, while 63% of travelers who pay more than $250 per night - and 48% of those who pay from between $151 to $250 per night - indicate they would pay more for preferred room features.
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Michael Heflin, chief revenue officer at StayNTouch, says the data “establishes a definitive link between traveler preferences and the move toward attribute-based shopping, which has been high on the agenda of hotel industry leaders for at least 10 years.”
A pricing strategy that started in the airline industry, attribute-based shopping has gained traction among hoteliers in recent years. For guests, it allows them to specify desired room features such as type of view or number or size of beds. For hoteliers, they gain a source of incremental revenue.
Earlier this month, Frank Trampert, senior vice president of Sabre Hospitality Solutions, spoke with PhocusWire about its marketplace development.