Hotels Upgrading to Court Female Travelers

Now that travelers are on the road again, they're booking hotel rooms. When consumers are seeking accommodations, they're hoping for a good night's sleep. According to a Huno​.com survey, women say a clean room makes the difference while men want to deal with experienced staff.

When asked to rank their major grievances – a staggering 41% of all respondents listed dirty or untidy rooms as the number one issue that would annoy them the most during their stay. Uncomfortable beds and poor service came in second and third respectively as major factors.

Females more concerned with cleanliness than males

Females were more likely to list dirty rooms as their most important issue (48%) compared to males (29%). However, men were more likely to list inexperienced staff and hidden extras as major issues compared to women.

Dated decor and lack of amenities not a major concern

Perhaps surprisingly, dated decor was not a major issue for many respondents, with most ranking this as the least annoying factor when staying at a hotel. A lack of in-​room amenities followed as the second least annoying factor.

The results highlight the need for hoteliers to focus on the basics such as clean rooms and friendly attentive service before addressing issues such as guest facilities or dated decor.

Result Details

Survey results are based on 200 respondents and were commissioned by an independent survey company. Based on the net responses, the rankings were as follows;


What factors annoy you the most when staying at a hotel?


Average Net Response

(higher the more important)

Dirty and/​or Untidy Rooms


Uncomfortable Bed /​ Poor Sleep


Poor Service & Inexperienced Staff


Hidden Extras — Pay for WiFi etc


General Expectations versus Reality


Poor Guest Facilities


Difficult or Poor Location


Lack of in-​room amenities


Dated Decor & Ambience


Over 30% of U.S. adults say they enjoy domestic leisure travel. Consumers over age 55 make up 30% of this audience and AudienceSCAN data shows that 60.9% of these consumers are married. About 9.5% of these folks intend to use the services of a travel agent in the next year so hotels may want to work with these professionals to reach domestic travelers. Over 20% of domestic travelers say they have started an online search in the past year as a result of a news article they read or magazine advertising they noticed. These formats may prove effective for hotel marketers.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.