FT Travel GIST 2012
Mari Matoba
US Manager, Customer & Market Insights
Anna Tatham
Community Manager, Customer & Market Insights
FT Travel GIST 2012: Topics Covered
1
Background & Methodology
2
Booking & Decision Process
3
Industry Sentiment
4
Trip Frequency, Spending & Front of Plane
5
Budget Expectations
6
Brand Familiarity
7
Important Attributes When Selecting Airlines/ Hotels
8
Brand Ratings Against Attributes
9
Loyalty / Rewards Programs
10 Media Usage
2
2
2012 Brands Tracked
Hotels
GLOBAL
US
EUROPE ONLY
ASIA ONLY
NB: Some brands only tracked regionally
2012 Brands Tracked
Airlines
GLOBAL
EUROPE ONLY
ASIA ONLY
US ONLY
NB: Some brands only tracked regionally
Background & Methodology
5
2012 FT Travel GIST

Measures 24 Airlines and 24 Hotels

Sample Recruited from the FT Feedback Forum (FT global panel) and FT.com

Survey live from June 20- July 5, 2012

Incentive prize draw for one check valued at £200

Sample: 1,244
– Leisure: 708
– Business: 536
Specific Areas Explored

Travel plans, sentiment
 Familiarity and ratings of brands
 Brand performance on each attribute
2012 FT Travel GIST n=1244
6
2012 Travel GIST Respondent Profile
Regional Breakdown, Gender, Working Status
Regional Breakdown
Global
1244
UK
397
32%
CEMEA
373
30%
USA
277
22%
Americas ex. USA
62
5%
Asia Pacific (& ROW)
129
10%
Other
6
0%
Male
775
85%
Female
127
15%
Working/ Looking for Work
877
72%
Retired
206
17%
Student
20
2%
Gender
Working Status
2012 FT Travel GIST n=1244
7
2012 Travel GIST Respondent Profile
Job Industry, Job Title, Company Size
Job Industry
Any Financial Services
192
23%
Education/ Health
100
13%
Law/ Management Consulting
82
10%
Government/ Politics/ NGO
62
8%
Media/ PR/ Marketing
60
7%
IT/ Telecoms
56
7%
Any C-Suite
311
37%
Board Member/ VP/ Other Managerial
189
22%
Job Title
Company Size
2012 FT Travel GIST n=1244
Mean
3,347
Under 1,000 Employees
483
59%
1,000+ Employees
326
41%
8
2012 Travel GIST Respondent Profile
Household Income, Net Worth
Household Income
Less than £49,999 / €74,999 / US$99,999
230
33%
£50-99,999 / €75-149,999 / US$100-199,999
236
34%
£100-249,999 / €150-374,999 / US$200-499,999
170
25%
£250-499,999 / €375-749,999 / US$500-999,999
40
6%
£500,999+ / €750,000+ / US$1m+
15
2%
Mean
£122,033
Net Worth Excluding Main Residence
Less than £49,999 / €74,999 / US$99,999
242
28%
£50-249,999 / €75-374,999 / US$100-499,999
233
28%
£250-499,999 / €375-749,999 / US$500-999,999
125
15%
£500-999,999 / €750-1.49m / US$1-1.9m
98
12%
£1-1.9m / €1.5-2.9m / US$2-3.9m
81
10%
£2m+ / €3m+ / US$4m+
62
7%
Mean
£626,255
2012 FT Travel GIST n=1244
9
2012 Travel GIST Respondent Profile
Business Vs. Leisure Respondents
Business Travel Respondents
Leisure Travel Respondents

86% Male/ 14% Female

86% Male/ 14% Female

88% Working Full/Part Time

63% Working Full/Part Time

39% C-Suite Executives

35% C-Suite Executives

81% Also Travelled for Leisure/ on Holiday

37% Also Travelled on Business

Mean HHI $269,291

Mean HHI $216,684

Mean Net Worth $1.2m

Mean Net Worth $1.3m

Regional Distribution:

Regional Distribution:

20% USA

24% USA

28% UK

35% UK

35% CEMEA

26% CEMEA

12% Asia

9% Asia
2012 FT Travel GIST n=1244
10
Hotel Brand Familiarity
11
Hotel Familiarity
Global Business
Q. How familiar are you with each of the following hotels?
Very familiar
Somewhat familiar
Hilton
Marriott
Hyatt
Intercontinental
Sheraton
Four Seasons
Park Hyatt
Ritz Carlton
Shangri-La
Leading Hotels of the World
Mandarin Oriental
Waldorf Astoria
Peninsula
Conrad
St. Regis
Taj Hotels
Jumeirah
Radisson Edwardian (inc. The Mayfair)
Oberoi Hotels and Resorts
Banyan Tree
The Luxury Collection
Leela
Dorchester collection
FT Travel GIST 2012; Business Travelers n=536
Know the name only
Never heard of the hotel
65%
28%
7%
56%
35%
9%
52%
32%
14% 1%
52%
31%
2%
15%
45%
38%
17%
33%
37%
28%
1%
32%
27%
33%
8%
31%
31%
36%
2%
22%
21%
40%
17%
21%
22%
25%
32%
18%
29%
37%
15%
18%
23%
53%
6%
18%
20%
35%
27%
14%
21%
38%
28%
14%
21%
37%
27%
11%
18%
41%
29%
7%
17%
34%
42%
22%
18%
10%
27%
9%
18%
6%
22%
6%
17%
33%
36%
29%
9%
33%
20%
27%
37%
34%
10%
40%
63%
48%
29%
12
Hotel Familiarity
USA Business
Q. How familiar are you with each of the following hotels?
Very familiar
Somewhat familiar
Know the name only
Never heard of the hotel
Marriott
80%
18% 2%
Hilton
79%
19%
74%
Hyatt
Sheraton
25%
65%
Waldorf Astoria
Shangri-La
16%
17%
Mandarin Oriental
13%
21%
Leading Hotels of the World
12%
22%
The Luxury Collection
9%
Taj Hotels
8%
Jumeirah
7%
FT Travel GIST 2012; Business Travelers n=536
25%
34%
30%
33%
14%
39%
19%
18%
28%
47%
33%
25%
14%
10%
24%
36%
Conrad
3%
29%
22%
20%
40%
40%
27%
10%
38%
30%
28%
Peninsula
18%
25%
30%
St. Regis
15%
27%
33%
4%
20%
38%
45%
Park Hyatt
9%
30%
48%
Four Seasons
4%
31%
49%
Ritz Carlton
1%
31%
56%
Intercontinental
2%
27%
52%
13
Hotel Brand Usage
14
Stayed/ Would Stay For Business Next Year
Previous Usage vs. Usage Consideration
Q. Which of these hotels have you stayed with for business over the past 12 months, or consider staying with for business over the next 12 months?
Hilton
Marriott
Hyatt
Intercontinental
Sheraton
Four Seasons
Leading Hotels of the World
Park Hyatt
Ritz Carlton
Shangri-La
Radisson Edwardian (inc. The Mayfair)
Conrad
Mandarin Oriental
St. Regis
Taj Hotels
Peninsula
Waldorf Astoria
Jumeirah
The Luxury Collection
Dorchester collection
Banyan Tree
Leela
Oberoi Hotels and Resorts
FT Travel GIST 2012; Business Travelers n=536
23%
16%
21%
15%
24%
15%
20%
11%
20%
10%
13%
8%
16%
8%
21%
6%
11%
6%
16%
5%
16%
5%
16%
4%
10%
3%
4%
2%
6%
1%
3%
1%
1%
1%
1%
41%
33%
38%
32%
40%
32%
38%
37%
50%
46%
58%
Stayed with past
12 months
Consider staying
with next 12
months
15
Hotel Brand Opinion
16
Hotel Favorability
Global Business Hotels
Q. Based on your experiences or overall perceptions, please rate each of the following hotels in terms of your overall opinion of it for business travel.
5 - Very Favourable
4
3 - Neither favourable nor unfavorable
34%
Four Seasons
Peninsula
24%
Shangri-La
23%
Leading Hotels of the World
22%
33%
27%
27%
Mandarin Oriental
1 - Very Unfavourable
31%
31%
Ritz Carlton
2
41%
27%
44%
24%
50%
29%
30%
Hyatt
19%
44%
Hilton
19%
44%
Intercontinental
18%
Park Hyatt
18%
Waldorf Astoria
18%
Taj Hotels
17%
Marriott
16%
St. Regis
15%
Sheraton
14%
Conrad
13%
Jumeirah
13%
1%
2%
46%
2%1%
29%
36%
51%
56%
21%
20%
63%
25%
19%
2012 FT Travel GIST; Business Travellers Name Only/ Somewhat / Very Familiar With Brands n=240-441
62%
2%
2%
5%
2%
41%
60%
7% 1%
1%
3%
36%
41%
1%
2%
1%
2%
58%
43%
1%1%
45%
44%
22%
2%
1%1%
34%
29%
1%
1%
4%
1%
2%
4%2%
17
Hotel Favorability
USA Business Hotels
Q. Based on your experiences or overall perceptions, please rate each of the following hotels in terms of your overall opinion of it for business travel.
5 - Very Favourable
4
3 - Neither favourable nor unfavorable
49%
Ritz Carlton
Four Seasons
26%
Waldorf Astoria
26%
22%
23%
33%
St. Regis
27%
32%
37%
Mandarin Oriental
1 - Very Unfavourable
22%
44%
Peninsula
2
1%
2%
41%
18%
47%
30%
1%
45%
24%
48%
1%
Intercontinental
21%
47%
30%
3%
Hilton
21%
47%
27%
5%
Hyatt
21%
Shangri-La
21%
Taj Hotels
21%
Park Hyatt
20%
Marriott
18%
Leading Hotels of the World
18%
Conrad
Jumeirah
The Luxury Collection
Sheraton
13%
11%
9%
7%
45%
29%
29%
16%
47%
58%
36%
38%
29%
13%
3%
1%
3%
42%
39%
5%
49%
71%
2%
6%
4%
3%
20%
65%
4%
23%
63%
4%2%
45%
2012 FT Travel GIST; Business Travellers Name Only/ Somewhat / Very Familiar With Brands and Live in the USA n=45-95
42%
5%
18
Important Attributes When Selecting Airlines/ Hotels
19
Importance of Attributes
Hotels for Business
Q. When choosing a hotel for business travel, how important are each of the following attributes?
Business Hotel Attributes
1. Convenient location
7. Facilities (gym, pool, spa)
2. Quality of service/ staff efficiency
8. Part of a recognized global chain
3. Value for money
9. Loyalty / Rewards program
4. Luxury / Comfortable rooms
10. Bar & restaurant
5. Tech available in the room for working
11. Business centre
6. Quality of food & drink
12. Entertainment facilities avail. in room
FT Travel GIST 2012; Business Travelers n=536
20
Importance of Attributes
Hotels for Business
Q. When choosing a hotel for business travel, how important are each of the following attributes?
5 - Very important
4
3 - Neither important nor unimportant
1 - Not at all important
58%
Convenient location
Quality of service / staff efficiency and
friendliness
39%
44%
Luxury / comfortable rooms
29%
Range of technology available in the room for
working
28%
1%
13%
39%
15%3%
43%
40%
18%
5%1%
36%
47%
Value for money
Quality of food and drink
2
21% 5%2%
23%
39%
30%
5%5%
7% 6%
Facilities (gym / pool / spa)
13%
28%
31%
Being part of a recognised global chain
13%
27%
36%
11%
14%
Loyalty / rewards programme
13%
27%
35%
10%
15%
Bar and restaurant
10%
30%
Business centre
10%
28%
Range of entertainment facilities available in room 6% 16%
FT Travel GIST 2012; Business Travelers n=536
11%
37%
12%
36%
40%
12%
19%
17%
11%
14%
19%
21
Brand Ratings Against Attributes - Global
23
2012 Global Drivers of Business Hotel Usage
Range of Entertainment Facilities in Room 1.9%
Quality of Service/ Staff efficiency 2.0%
Facilities (gym/ pool/ spa) 2.3%
Part of Recognized
Global Chain 3.2%
Business Centre 8.2%
Convenient
Location 24.4%
Loyalty/ Rewards
Programme 11.4%
Value for Money
12.1%
Range of Tech Avail in
Room for Working 12.8%
FT Travel GIST 2012; Business Travelers n=536
Luxury / Comfortable
Rooms 21.7%
24
2012 Global Drivers of Business Hotel Favorability
Bar & Restaurant 0.7%
Part of Recognized Global Chain 0.8%
Luxury / Comfortable Rooms 1.2%
Range of Tech Avail in Room for Working 12.8%
Range of Entertainment Facilities in Room
6.9%
Convenient
Location 17.3%
Quality of Food &
Drink 40.7%
Quality of Service/
Staff efficiency
30.2%
FT Travel GIST 2012; Business Travelers n=536
25
Brand Scores Against Attributes
Business Hotels
Q. Which of the following hotels do you associate with the following attributes?
Convenient Location
Quality of Service/ Staff
Hilton
22%
Marriott
19%
18%
Sheraton
Intercontinental
16%
Hyatt
15%
Four Seasons
14%
Park Hyatt
12%
Ritz Carlton
12%
Waldorf Astoria
10%
Shangri-La
8%
Peninsula
7%
Four Seasons
20%
Ritz Carlton
19%
Marriott
14%
Park Hyatt
14%
Hilton
13%
Intercontinental
13%
Hyatt
13%
Waldorf Astoria
Mandarin
Oriental
Sheraton
13%
12%
Shangri-La
12%
13%
Conrad
6%
Peninsula
LHOW
Mandarin
Oriental
Taj Hotels
6%
LHOW
8%
6%
Taj Hotels
8%
5%
St. Regis
Jumeirah
4%
2%
FT Travel GIST 2012; Business Travelers n=536
Conrad
St. Regis
Jumeirah
11%
7%
6%
5%
26
Brand Scores Against Attributes
Business Hotels
Q. Which of the following hotels do you associate with the following attributes?
Value for Money
Luxury/ Comfortable Rooms
Marriott
25%
Hilton
21%
16%
Sheraton
Intercontinental
12%
Hyatt
12%
Park Hyatt
8%
7%
Four Seasons
5%
Four Seasons
21%
Ritz Carlton
20%
Park Hyatt
15%
Hyatt
13%
Waldorf Astoria
13%
Hilton
Mandarin
Oriental
Shangri-La
12%
12%
Ritz Carlton
Mandarin
Oriental
Peninsula
4%
Sheraton
11%
4%
Intercontinental
11%
Conrad
4%
Marriott
10%
10%
LHOW
3%
Peninsula
St. Regis
3%
Taj Hotels
12%
9%
Waldorf Astoria
2%
LHOW
Shangri-La
2%
St. Regis
7%
Taj Hotels
2%
Jumeirah
7%
Jumeirah
2%
Conrad
FT Travel GIST 2012; Business Travelers n=536
8%
6%
27
Brand Scores Against Attributes
Business Hotels
Q. Which of the following hotels do you associate with the following attributes?
Range of Tech in Room for Working
Marriott
20%
Hilton
19%
18%
Sheraton
Four Seasons
16%
Park Hyatt
15%
Hyatt
15%
14%
Intercontinental
12%
Quality of Food & Drink
Four Seasons
20%
Ritz Carlton
18%
Hyatt
13%
Park Hyatt
Mandarin
Oriental
Waldorf Astoria
12%
12%
12%
Marriott
11%
Hilton
11%
11%
Ritz Carlton
Mandarin
Oriental
Shangri-La
9%
Intercontinental
9%
Shangri-La
10%
Peninsula
9%
Peninsula
10%
10%
Waldorf Astoria
8%
LHOW
Conrad
8%
Sheraton
8%
Taj Hotels
8%
LHOW
6%
St. Regis
5%
Conrad
7%
Taj Hotels
3%
St. Regis
4%
Jumeirah
3%
Jumeirah
4%
FT Travel GIST 2012; Business Travelers n=536
28
Brand Scores Against Attributes
Business Hotels
Q. Which of the following hotels do you associate with the following attributes?
Facilities
Part of Global Chain
Hyatt
18%
Marriott
18%
Sheraton
18%
Four Seasons
17%
Hilton
16%
Park Hyatt
15%
Intercontinental
15%
Ritz Carlton
13%
12%
Hilton
26%
Marriott
25%
Sheraton
24%
Four Seasons
21%
Hyatt
20%
Park Hyatt
19%
Intercontinental
19%
Ritz Carlton
Mandarin
Oriental
Shangri-La
14%
9%
9%
Shangri-La
Mandarin
Oriental
Waldorf Astoria
9%
Conrad
Peninsula
9%
Waldorf Astoria
8%
8%
10%
LHOW
6%
LHOW
Taj Hotels
6%
Peninsula
Conrad
6%
Taj Hotels
Jumeirah
St. Regis
5%
4%
FT Travel GIST 2012; Business Travelers n=536
St. Regis
Jumeirah
11%
7%
6%
5%
4%
29
Brand Scores Against Attributes
Business Hotels
Q. Which of the following hotels do you associate with the following attributes?
Loyalty/ Rewards Programme
Bar & Restaurant
Hilton
24%
Marriott
24%
20%
Sheraton
Hyatt
16%
Intercontinental
14%
Park Hyatt
11%
Four Seasons
8%
Ritz Carlton
8%
Shangri-La
6%
Conrad
6%
Four Seasons
Ritz Carlton
16%
Hyatt
16%
Intercontinental
15%
Park Hyatt
15%
Sheraton
14%
14%
5%
LHOW
Mandarin
Oriental
St. Regis
5%
Peninsula
10%
9%
7%
7%
St. Regis
Taj Hotels
2%
Taj Hotels
FT Travel GIST 2012; Business Travelers n=536
11%
Conrad
2%
1%
12%
LHOW
Peninsula
Jumeirah
17%
Marriott
Waldorf Astoria
3%
18%
Hilton
Waldorf Astoria
Mandarin
Oriental
Shangri-La
4%
21%
Jumeirah
5%
4%
30
Brand Scores Against Attributes
Business Hotels
Q. Which of the following hotels do you associate with the following attributes?
Business Centre
Entertainment Facilities in Room
Marriott
22%
Intercontinental
21%
Hilton
18%
Sheraton
18%
Four Seasons
16%
Hyatt
16%
Park Hyatt
16%
Ritz Carlton
13%
Waldorf Astoria
Mandarin
Oriental
Shangri-La
18%
Four Seasons
18%
Park Hyatt
13%
Hyatt
13%
11%
10%
Peninsula
9%
LHOW
9%
St. Regis
Taj Hotels
5%
Jumeirah
FT Travel GIST 2012; Business Travelers n=536
11%
9%
5%
2%
12%
Conrad
St. Regis
Jumeirah
15%
Intercontinental
Waldorf Astoria
6%
16%
Sheraton
10%
8%
LHOW
Hilton
10%
9%
Peninsula
18%
Ritz Carlton
Mandarin
Oriental
Shangri-La
10%
Conrad
Marriott
Taj Hotels
6%
5%
4%
31
Loyalty / Rewards Programs
32
7 in 10 Belong to Hotel Loyalty Programme
Q. Please indicate which hotel loyalty / rewards programmes you belong to. Membership to any programme listed
Total
70%
USA
86%
UK
CEMEA
Asia
FT Travel GIST 2012; Business Travelers n=536
69%
61%
75%
34
Hotel Loyalty Programmes Belong To
Q. Please indicate which hotel loyalty / rewards programmes you belong to.
Hilton HHonors
45%
Starwood Preferred
Guest
36%
Marriott Rewards
34%
Hyatt Gold Passport
22%
InterContinental
Ambassador
10%
Ritz Carlton Rewards
Taj Inner Circle
Jumeirah Sirius
Respondents in the US really drive
membership in Hilton, Starwood, Marriott
and Hyatt program membership. Taj Inner
Circle is driven by respondents in Asia.
4%
3%
2%
Other
FT Travel GIST 2012; Business Travelers n=536
21%
35
Media Usage
36
Media/ Sources Used While Travelling on
Business for Business/ General News
Q. Which of the following media / sources do you use whilst travelling for business for keeping up to date with...
78%
Newspapers
74%
75%
PC / Laptop / Netbook
72%
58%
TV
75%
54%
Smart phone (e.g. BlackBerry, iPhone,
Android)
53%
34%
Magazines
35%
32%
Tablet (e.g. iPad, Xoom)
33%
Radio
eReader (e.g. Kindle, Nook)
FT Travel GIST 2012; Business Travelers n=536
Business news
12%
27%
General news
5%
9%
37
FT Travel Content Attributes
Q. Do you strongly associate any of these FT products with any of the following?
80%
Life & Arts Travel
section (FT Weekend)
77%
75%
37%
How to Spend It
magazine
38%
49%
37%
Life & Arts on FT.com
40%
35%
13%
Howtospendit.com
17%
Variety of travel
information
Information on
destinations
18%
11%
How to Spend It app
Travel
inspiration
13%
11%
FT Travel GIST 2012; Business Travelers n=536
39
Actions Taken in Response to Travel
Content
Q. Have you done any of the following?
Looked for more
information about a
destination as a result
of reading about it in
the Financial Times /
on FT.com
62%
Visited a destination as
a result of reading
about it in the Financial
Times / on FT.com
Booked a holiday or
contacted a company
as a result of seeing an
advert in the Financial
Times/on FT.com
FT Travel GIST 2012; Business Travelers n=536
30%
17%
40
How Access FT Content When Travelling
on a Business Trip (hotel stays)
Q. When staying in a hotel for business travel how do you currently access FT content, and how would you like to access FT content?
FT Newspaper
available in hotel lobby
/ foyer
63%
57%
FT digital access via
your own personal
subscription / account
46%
31%
39%
FT Newspaper
delivered to room
57%
16%
Currently
access FT
content
FT e-Paper
32%
FT digital access
provided by the hotel
FT Travel GIST 2012; Business Travelers n=536
Would like to
access FT
content
14%
48%
41
For more information please contact:
Mari Matoba
US Manager, Customer & Market Insight
T: 212.641.6471
M: 917.309.2115
mari.matoba@ft.com