Direct bookings have increasingly become the focus of hotels aiming to maintain higher margins and build stronger relationships with their guests. This research report conducted in June 2023 presents an analysis of the top 50 combinations of direct booking benefits favored by guests from the US, UK, Germany, and France, drawn from a larger dataset of over 1,600 responses.
Highlights of the Most Popular Direct Booking Benefits
The foremost direct booking benefit, as preferred by guests, is resort credit applicable for spa, restaurants, transport, and more. When paired with a spa treatment discount, it represents 8.42% of the responses. This combination, interestingly, does not involve a third benefit, suggesting that high-quality resort experiences and wellness services hold significant value for guests.
The second most popular combination, at 8.08%, involves an upgrade to a higher room category, airport pick-up/drop-off, and late check-out. This combination suggests that guests highly value convenience and luxury, with the appeal of a superior room, easy transportation, and extended stay times.
Third in line, accounting for 7.74% of responses, is a similar set: upgrading to a higher room category, airport pick-up/drop-off, and a discount in restaurants and bars. This points to the high value guests place on both luxury accommodation and discounted dining options.
Insights into Guest Preferences for Single and Dual Benefits
Interestingly, the fourth most popular response, at 6.57%, involved only a single benefit, indicating that the appeal of an upgraded room category stands strong on its own. Additionally, a combination of early check-in and late check-out with no third benefit accounts for 4.21% of responses, showing that extended stay times are independently favored by guests.
Among dual benefit preferences, upgrading to a higher room category combined with priority check-in (like a VIP) accounted for 4.71% of responses, emphasizing the guest preference for exclusive, VIP-like treatment during their stay.
Most Common Triple Benefit Combinations
Digging deeper into triple benefit combinations, it’s interesting to note the emphasis on an upgraded room category, which appears in most combinations, typically paired with benefits like airport pick-up/drop-off, priority check-in, late check-out, or spa treatment discounts.
Conclusion: Insights for Hotels and Resorts
This research provides invaluable insights for hotels and resorts looking to boost their direct bookings. The high preference for an upgraded room category, whether on its own or in combination with other benefits, indicates a significant opportunity for hotels to attract guests with room upgrade offers. Meanwhile, resort credits, late check-out, early check-in, and transportation services also demonstrate considerable appeal.
In conclusion, understanding these preferences allows hotels and resorts to customize their direct booking benefits, offering guests the incentives they value most, ultimately boosting direct bookings, enhancing guest satisfaction, and driving revenue growth.
| #1 DB benefit | #2 DB benefit | #3 DB benefit | Combination count |
| Resort credit (for spa, restaurants, transport, etc.) | Spa treatment discount | None | 8.42% |
| Upgrade to higher room category | Airport pick-up / drop-off | Late check-out | 8.08% |
| Upgrade to higher room category | Airport pick-up / drop-off | Discount in restaurants and bars | 7.74% |
| Upgrade to higher room category | None | None | 6.57% |
| Upgrade to higher room category | Priority check-in (like a VIP) | 4.71% | |
| Early check-in | Late check-out | None | 4.21% |
| Upgrade to higher room category | Priority check-in (like a VIP) | Discount in restaurants and bars | 4.04% |
| Upgrade to higher room category | Late check-out | None | 3.37% |
| Upgrade to higher room category | Airport pick-up / drop-off | 2.69% | |
| Upgrade to higher room category | Spa treatment discount | None | 2.19% |
| Late check-out | Early check-in | 2.02% | |
| Resort credit (for spa, restaurants, transport, etc.) | Priority check-in (like a VIP) | 2.02% | |
| Upgrade to higher room category | Resort credit (for spa, restaurants, transport, etc.) | Spa treatment discount | 1.85% |
| Late check-out | Resort credit (for spa, restaurants, transport, etc.) | 1.68% | |
| Upgrade to higher room category | Priority check-in (like a VIP) | None | 1.68% |
| Late check-out | Priority check-in (like a VIP) | 1.68% | |
| Resort credit (for spa, restaurants, transport, etc.) | Discount in restaurants and bars | Early check-in | 1.52% |
| Resort credit (for spa, restaurants, transport, etc.) | Priority check-in (like a VIP) | None | 1.52% |
| Upgrade to higher room category | Resort credit (for spa, restaurants, transport, etc.) | Discount in restaurants and bars | 1.52% |
| Early check-in | Late check-out | Discount in restaurants and bars | 1.52% |
| Upgrade to higher room category | Late check-out | 1.35% | |
| Upgrade to higher room category | Resort credit (for spa, restaurants, transport, etc.) | None | 1.35% |
| Early check-in | Late check-out | 1.18% | |
| Upgrade to higher room category | Airport pick-up / drop-off | None | 1.18% |
| Resort credit (for spa, restaurants, transport, etc.) | Priority check-in (like a VIP) | Discount in restaurants and bars | 1.18% |
| Early check-in | Late check-out | Late check-out | 1.18% |
| Resort credit (for spa, restaurants, transport, etc.) | None | None | 1.18% |
| Resort credit (for spa, restaurants, transport, etc.) | Spa treatment discount | 1.18% | |
| Early check-in | Resort credit (for spa, restaurants, transport, etc.) | None | 1.01% |
| Upgrade to higher room category | Discount in restaurants and bars | None | 1.01% |
| Resort credit (for spa, restaurants, transport, etc.) | Late check-out | None | 1.01% |
| Late check-out | Discount in restaurants and bars | Discount in restaurants and bars | 1.01% |
| Resort credit (for spa, restaurants, transport, etc.) | Discount in restaurants and bars | None | 1.01% |
| Resort credit (for spa, restaurants, transport, etc.) | None | 0.84% | |
| Resort credit (for spa, restaurants, transport, etc.) | Airport pick-up / drop-off | Late check-out | 0.67% |
| Early check-in | Resort credit (for spa, restaurants, transport, etc.) | 0.67% | |
| Early check-in | Priority check-in (like a VIP) | 0.67% | |
| Upgrade to higher room category | Resort credit (for spa, restaurants, transport, etc.) | Priority check-in (like a VIP) | 0.67% |
| Early check-in | Late check-out | Resort credit (for spa, restaurants, transport, etc.) | 0.67% |
| Upgrade to higher room category | Resort credit (for spa, restaurants, transport, etc.) | Late check-out | 0.67% |
| Upgrade to higher room category | Resort credit (for spa, restaurants, transport, etc.) | 0.67% | |
| Late check-out | Early check-in | Discount in restaurants and bars | 0.51% |
| Resort credit (for spa, restaurants, transport, etc.) | None | 0.51% | |
| Late check-out | Discount in restaurants and bars | 0.51% | |
| Early check-in | Late check-out | Spa treatment discount | 0.51% |
| Upgrade to higher room category | Spa treatment discount | 0.51% | |
| Resort credit (for spa, restaurants, transport, etc.) | Airport pick-up / drop-off | Discount in restaurants and bars | 0.51% |
| Early check-in | Discount in restaurants and bars | None | 0.51% |
| Upgrade to higher room category | None | Late check-out | 0.34% |