It’s no secret that consumers have cut back on leisure travel. Some people are choosing to stay home or crash at the homes of friends and families. Other travelers are changing the kinds of hotels they’re patronizing. In general, fewer people are opting for full-service hotels.1154635_hotel_national

According to National Travel MONITOR(SM), consumers are increasingly choosing independent hotels. Between 2008 and 2009, the number of consumers preferring chains to independents dropped from 84% to 80%.

The top three factors considered by consumers when making hotel selections are:

  • Value (with respect to price)
  • Property location
  • Room rate

With consumers open to new locations when selecting a hotel, now might be the perfect time to update your marketing campaign. One feature consumers appreciate is breakfast included with the room.  When marketing your independent hotel, emphasize the benefits of the included breakfast. It saves customers money and precious time that might be wasted driving around and looking for a breakfast spot.

[Source: Ypartnership/Yankelovich National Travel MONITOR(SM), 2009]