Malmaison is now the hotel of choice for UK business and leisure travellers, according to the British Hotel Guest Survey 2008.
The survey of 2,000 business and leisure travellers, by research firm BDRC, revealed that there has been a 53% increase in branded room supply since 2000.
More than half (51%) of business travellers used a mid-market full-service brand in 2007 (2006: 42%), 48% used an upper market full service brand (2006: 39%), and 45% used a budget brand (2006: 39%).
Hilton hotels came out top for brand awareness within the upper-service brands; Holiday Inn led in the mid-market category and Travelodge topped the budget brands category.
But when asked where they preferred to go, 53% of all travellers said they opted for Malmaison as their first or second choice; 46% Hilton; and 40% Marriott.
The research showed that many of the traditional brands were emulating the design-led approach of chains such as Malmaison and City Inn in a bid to boost differentiation.
Respondents were also asked which items they had taken from hotel rooms without paying. Toiletries came out top at 47% and slippers at 4.9%, with a further 1.6% claiming to have removed the television.
By Gemma Sharkey
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