Jan
26
2012
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