DALLAS (MAY 9, 2013) – Vacationing Canadians 25 and older* expect to spend $14 billion on hotels this summer, with the average traveler planning to book almost eight nights in the upcoming summer travel season, according to a new survey released today by Room Key, the only hotel meta search engine built by hoteliers.
Not surprisingly, more than three-quarters (78%) said the price will drive their hotel decision, but location (64%) and hotel amenities (57%) will also play a big role. The hotel brand (37%) and the ability to earn and use loyalty points and rewards (34%) are two more important factors that will influence hotel choice, according to the survey.
“Value reigns supreme in the search for hotels this summer”, said Chief Marketing Officer Stephany Verstraete. “But today’s savvy traveler is looking beyond room rate to perks like complimentary WiFi or free breakfast, the ability to earn loyalty points and more. With hospitality at our core and the backing of the world’s leading hotel brands, as we celebrate our one-year anniversary today, Room Key stands ready to help summer travelers find the best value for their spend.” Among those Canadians planning to stay in a hotel between May and August, their expected average spend on hotels is $1,029, which translates to an estimated national spend of $14 billion on hotel rooms for the busy summer travel season.
Seven out of ten travelers (78%) plan to spend about the same per night as last summer for a hotel room and 12% plan to spend more while a similar number say they will spend less. Last year, 60% shelled out between $100 and $200 per night, while 32% paid less than $100. Canadians plan to spend slightly more than a week (7.84 nights) in hotels this summer for vacation, with 33% planning to spend more nights than last summer.
When asked about their favourite part of staying in a hotel while on vacation, 66% said amenities . Having a professional make the bed and tidy the room (housekeeping) rates second at 20%. But there are certain types of hotel rooms that no amount of amenities would enhance: 47% of respondents said they would pass on a room by the elevator ; 41% give the cold shoulder to rooms neighboring the ice machine; 36% avoid spots near the restaurant or bar; and, 35% rate the first floor low in location preferences.
Most of those surveyed don’t trust travel planning to anyone but themselves. A full 74% say they are set to be the primary travel planner for summer adventures, and only 16% will let their spouse or significant other do the planning – and this is true regardless of gender. But if they need to leave the planning to others, 44% of respondents said they would trust their spouse or significant other and 14% would turn to their friends. A small group simply will not give up control – 10% percent would rather have no one else do the planning.
Relaxation topped trip goals for the coming summer season, with 54% of respondents saying they plan to take it easy at a beach, on an island or at a spa.Big city sight-seeing that includes shopping came in second at 48%, followed by family or school reunions (32%), gambling in hot spots like Montreal or Niagara Falls (13%), and natural park exploration (29%) at favourite National and Provincial parks. About half (46%) will be taking a spouse or significant other, 39% will travel with immediate family, including spouses and kids, and 31% will be enjoying their vacation with friends. But when it comes to traveling during the summer’s national holidays, the majority are set to skip the sights and stick to home: more than half (55%) said they’ll stay put during summer holiday weekends; 27% plan to travel for Canada Day, 17% for Victoria Day and 23% for Labour Day weekend. For more information on Room Key or to book your summer hotel stay, visit www.roomkey.ca.
The Room Key survey was conducted online by 360 Market Reach, an independent Marketing Research firm (www.360marketreach.com) between March 20 and 29, 2013. For this research, 1,001 interviews were fielded among nationally representative Canadian travelers ages 25 years and older who had traveled two (2) or more nights in the past six months and are planning to travel this summer to get responses based on their leisure travel experiences and travel preferences. The margin of error at the 95% confidence level is +/- 3.1%
Room Key℠ is a travel search site where customers can shop and compare low rates for the world's largest and most well-known hotel brands, including Hilton®, Hyatt®, Marriott Hotels®, Holiday Inn®, Comfort Inn®, Wyndham®, Westin® and W®, with access to more than 100 hotel chains with 74,300 properties in 150 countries and more than 6,500 locations worldwide. With no hidden fees and no paid memberships, reservations initiated through Room Key carry low prices, loyalty program perks and the peace of mind that customers expect when booking directly with the hotels where they stay. Room Key was founded in 2012 by Choice Hotels International (NYSE: CHH), Hilton Worldwide, Hyatt Hotels Corporation (NYSE: H), InterContinental Hotels Group (NYSE: IHG), Marriott International, Inc. (NASDAQ: MAR) and Wyndham Hotel Group, part of the Wyndham Worldwide Corporation (NYSE: WYN) or their respective affiliates.