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