SCOOP

Short Takes- August 3, 2008

-- J.D. Powers just released its 2008 North America Hotel Guest Satisfaction Index Study. Overall guest satisfaction fell in all lodging segments except luxury and extended stay. Noise was the number one problem cited by the more than 53,000 respondents. Noise was also the number one problem in the 2007 study.

--You’ve read here (and many other places) about the staycation trend. Savvy hoteliers are urging travelers to stay in state and not at home. Resident discounts are spanning the gamut to encourage vacations in spite of the high gas prices or weakening economy. We know a lot of our local hotels are offering great deals – some by their parent chains and some by the individual properties. What have you done to encourage instate visitors this summer?

--Forecasting International has once again tracked a list of major trends shaping the future. In the Spring 2008 issue of HSMAI Marketing Review, ten of the most important trends were featured with implications for the various travel industry segments highlighted. The first trend is that the economy of the developed world is growing steadily. In brief, although the American economy is in a recession, it’s not as dire as it once would have been thanks to the strength of the world’s other economic powers. They predict that the US economy will rebound quickly.

For hoteliers, this means that hoteliers may find that some travelers who would have stayed at luxury hotels will settle for second-tier establishments, and second-tier customers will cut costs by seeking out lesser accommodations and so on down the economic scale. With the dollar buying so little abroad, most Americans will vacation near home. The flip side is that the euro and other world currencies buy much more in the States so many Europeans, and others, will visit and shop. These bargain hunters will bring much needed profits to our industry and held ensure that any recession in the US will be shallow and brief. Make sure you are taking advantage of these trends in your marketing efforts – reach out to those seeking value, to attract potential visitors from abroad, etc. What are you doing to shorten the negative economic impacts on your hotel?