Trends and the Changing Face of Our Customers

1
Trends and the Changing Face of Our Customers
- Hotels

• Stephen MilesGeneral ManagerRadisson Edwardian,
  Manchester

2

• Stephen Miles
• Chairman, Manchester Hotel Association
• 50 Hotels / Venues
• Largest Active Hotel Association in Europe

3

• Manchesters KPI
• Occupancy 2007 73.1
• 2008 75.1
• ARR 2007 - 99.01
• 2008 - 97.87
• Rev Par 2007 - 73.23
• 2008 - 74.54

4

• Leisure Market Survey
• 2000 Surveys completed
• August-December 2007
• May September 2008

5

• Visitors from outside England
• However the English share from the UK market has
  decreased from 81 in 2007 to 69 in 2008 with
  Scotland, Wales Eire all seeing very
  significant increases. The UK Ireland split
  has also grown from 95/5 in the autumn of 2007
  to 92/8 in the summer of 2008.
• More people staying in Manchester with their
  partner
• The figures show that summer 2008 attracted a
  larger proportion of visitors travelling with
  their partner than the autumn 2007 (from 42 to
  47) when there was a larger proportion
  travelling with their friends (from 25 to 20).
  
•  
• More people booking through laterooms
• The chart above shows that the most popular
  website for booking hotel rooms in Manchester is
  laterooms which has seen a significant increase
  since autumn 2007 and is now more popular than
  lastminute.com which was the website used more
  than any other during the summer of 2007 although
  lastminute.com is still a popular booking on-line
  tool for rooms in Manchester.
•  
• Expectations are higher
• There is a general shift in guests rating all
  elements with greater importance than in autumn
  2007.

6

•  
•   Facilities standards of increasing
  importance
• A higher proportion this year chose the hotel due
  to it being part of a chain they recognise and
  like or due to its car parking facilities or
  special offers on parking.
• Average length of stay
• The average length of stay was 1.8 nights, with
  31 staying on a Saturday night and 19 staying
  on a Friday and Saturday night.
• City centre hotels attracting younger market
• The city centre attracts the younger end of the
  26-65 age group whilst the airport and the
  outskirts attract the older end of this market.
• Extending the stay through special offers and
  change of flights
• When asked what would encourage the guests to
  stay a Friday night instead of just a Saturday
  night they suggested discounted room rates,
  special deals, free offers and a discounted 2nd
  night. Some also quoted that they were
  restricted due to their flight times.

7

• Shopping is a key motivator for Manchester
  guests
• Shopping continues to be the most popular
  response and therefore a good indication as to
  one of the key reasons they may have chosen
  Manchester. Sightseeing and attending a bar or
  nightclub still continue to be popular
  motivations.
•  
• Key attractions for visitors
• Old Trafford, The Trafford Centre, Salford Quays
  and the MEN Arena are the most frequented venues
  and locations by Manchester guests.
• Welcome service highly commended
• When asked to rate Manchester as a leisure
  destination 35 of guests rated Manchester as
  excellent whilst 53 of the sample rated the
  welcome and service they received as excellent.
• Decreasing number of guests using public
  transport to get to Manchester
• Due to slight decreases in the proportion of
  guests arriving by train and aeroplane the
  proportion

8

• Booking and Spending Patterns
• Length of stay reducing
• Booking window shortening
• Very price conscious
• Internet booking patterns changing

9

• Marketing Change- ROI crucial
• Tactical Marketing
• Internet marketing campaigns
• Pay per click campaigns
• Database Current customers
• Social media sites
• Added value advertising
• Review-sites / Trip Advisor

10

• The Future?
• Regional Tourism Strategy
• full engagement-measurable- very focused.
• The visitor experience needs to be continually
• improved and held accountable.