According to a study of U.S. traveler sentiments on attribute-based shopping from the NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality and hospitality tech company Stayntouch, the shift from traditional hotel shopping to attribute-based shopping is likely to increase traveler value, price transparency and satisfaction.
The report surveyed more than 1,000 U.S. travelers to better understand their views on booking hotel rooms through a more customized booking process with ABS.
Among the key findings from the study:
- Attribute-based shopping creates greater transparency: A large majority (85 percent) of survey respondents indicated that traditional hotel shopping creates levels of uncertainty that the rooms delivered will contain the features most important to them. Nearly a quarter of respondents also believe that ABS will improve price transparency when booking a guest room, while 21 percent indicated it can improve the clarity of guest room descriptions.
- ABS builds value: More than 60 percent of travelers find value in the ability to customize a guest room via ABS. A large portion (63 percent) of travelers who pay $251 or more per night, as well as 48 percent of those who pay between $151 and $250 per night, are willing to pay more for preferred room features with ABS.
- ABS and guest personalization: Respondents indicated that ABS would improve personalization, with 78 percent saying it would “provide features tailored to my preferences,” and 75 percent indicating that a room booked via ABS would likely “be designed specifically for my needs.” A further 56 percent of respondents indicated it would be a convenient way to ensure their most desired amenities and room elements are available and factored into their booking.
“We’re pleased to share the results of this report with the industry, in partnership with NYU SPS Tisch Center,” said Michael Heflin, chief revenue officer at Stayntouch, in a statement. “We believe it is path-breaking in many respects, not least because it establishes a definitive link between traveler preferences and the move toward attribute based shopping, which has been high on the agenda of hotel industry leaders for at least 10 years. With this validation, Stayntouch looks forward to continuing to spearhead innovation to bring true ABS closer to reality.”