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