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Hotel trend: guaranteeing lowest rates
Hotel chains are increasingly guaranteeing the lowest rates on their own sites, says a new study.
The “2004 North America Hotel Guest Satisfaction Index Study” by J. D. Power and Associates also found guests who book directly on a hotel chain’s website are far more satisfied than guests’ making their own reservations through independent travel sites.
“Consumers have become increasingly savvy in doing the research to get the best deal on a hotel stay, whether that means shopping several Web sites or calling the hotel directly,” said Linda Hirneise, partner and executive director of the hotel practice at J. D. Power.
Her study found the number of consumers who booked a hotel reservation online has increased more than 50% over 2003. More than one in three or 36% of guests booked their hotel reservations using the internet in 2004, up from 20% in 2003.
Guests staying at extended stay hotels are the most likely to book online (43%).
Another trend noted by Ms Hirneise is that a growing number of hotels are heavily marketing the notion of a good night’s sleep because of enhanced beds.
Those companies include The Ritz-Carlson, Westin Hotels & Resorts and W Hotels, she added.
Report by David Wilkening
David
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