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Travelzoo survey says UK consumers choose hotels on price

17 March 2011 by

Price is the key consideration for UK consumers when booking hotel rooms, according to a survey conducted by online travel site Travelzoo.

Responses from 1,800 UK Travelzoo subscribers indicate that 93% of consumers compare prices before booking a hotel and 64% of consumers believe that good hotel deals are important when choosing a holiday destination. Only 21% of respondents believe that the hotel brand is important.

The survey also reinforced the importance of online reviews, with over 80% of consumers saying that they use hotel recommendation sites and 50% consider online reviews from previous guests to be the most influential factor when it comes to making a booking.

In contrast, only 25% say they are highly influenced by family and friends and 21% consider the hotel website to be the most influential factor.

The survey also revealed that UK consumers are less concerned than their European counterparts about whether hotels cater for children, with 85% saying that they do not think children should be allowed in a hotel restaurant in the evening and 60% wishing hotels did not allow children at all.

In comparison, 83% of respondents to the survey in Spain and France think that children should be catered for in hotels.

The key findings from the Travelzoo hotel survey include:

â- 81% use hotel recommendation sites when deciding on a hotel
â- 79% do not consider a hotel's brand important
â- 71% book the hotel for their main holiday two to three months in advance
â- 64% believe that a hotel deal is important when choosing a destination
â- 61% say it is important to have a hotel that does not allow young children to stay
â- 58% choose to book online directly with the hotel
â- 50% are most influenced by online reviews from previous guests
â- 42% rate poor standards of cleanliness as the most annoying thing in a hotel

Global hotel sector shows signs of recovery >>

Inflated hotel prices during Olympics may deter visitors >>

UK consumers use online reviews to decide hotel and restaurant bookings >>

By Janet Harmer

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