Survey Says: Traveler and Innkeeper Trends

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Every few months, we survey our travelers and innkeepers so we can keep up with trends. Here are some of the key findings from our surveys.

Traveler Survey: September 2011, 1,148 respondents

Who is the typical B&B traveler?

• Affluent: 40% responded they have a household income of $80k or more
• Mature: 91% are over 35 years old
• Frequent travelers: multiple trips per year
• Takes weekend getaways within 250 miles of their home – 84.3%
• Typically travel without children

Who do they travel with?

• 82% of travelers say they most often travel to B&Bs with their partner/spouse
• Just over 6% travel with their family to B&Bs
• 6% travel mostly with friends
• Around 4% travel to B&Bs alone

What are their travel preferences?

• 55% of travelers prefer their trips to be quiet and relaxed
• 45% prefer their trips to be busy and active

How far in advance do they usually book their weekend trips?

• More than one month: 25%
• One month: 22%
• 2-4 weeks: 38%
• About a week: 10%
• A few days: 5%

How far in advance do they book their week-long trips?

• More than one month: 57%
• One month: 17%
• 2-4 weeks: 19%
• About a week: 5%
• A few days: 2%

The things travelers say are “very important” or “won’t book without it”:
1. Private bathrooms - 93% of travelers
2. Photos – 78% of travelers
3. Consumer reviews – 62.7% of travelers
4. Ability to book online – 55.9% of travelers
5. Flexible cancel policy – 55.8% of travelers


US Innkeeper Survey: January 2012, 624 respondents

How long have they operated their inn?

• 1-6 months: 3%
• 7-11 months: 6%
• 1-2 years: 10%
• 3-4 years: 12%
• 5-7 years: 20%
• 8-10 years: 12%
• 10+ years: 37%

What age groups did they most commonly see at their property in 2011?

• Gen Y (18-34): 8%
• Gen X (35-44): 33%
• Baby Boomers (45-64): 84%
• Seniors (65-80): 14%
• Senior Plus (81+): 1%

How did their 2011 revenue compare to 2010?

• Ahead: 59%
• Even: 24%
• Down: 17%

For those whose bookings were up or even, what were the factors contributed to that?

• 67% report that increased online reviews led more travelers to stay with them
• 23% found success from starting to use social media, such as Twitter and Facebook
• 22% got a boost from receiving media attention
• 20% said extra exposure and reservations from the BedandBreakfast.com Online Reservations Program (with Expedia, hotels.com, Travelocity, etc.) drove more bookings
• 14% attribute some of their success to displaying the BedandBreakfast.com review widget on their site

By Emily Starbuck Crone