Booking Patterns of Independent hotels - Novtej Dhillon
There
are various booking patterns of the guests through innumerable booking website.
The company should tailor the marketing concept and campaigns so as to take
advantage of these customer patterns. Below we would look
at certain booking patterns of the individuals:
Mode of booking:
It has been noted that more than one third of the
bookings were carried out with the help of mobile phones. This has been an
extremely significant change since the past few years. This is thanks to the
mobile revolution which is now taking a new phase and every company in the
hotel industry is struggling to stay ahead of times. Mobile or smartphones have
become an important day to day tool for every person, be it a common man as
well. When it comes to travel and hotel bookings the usage is more. These
mobile bookings are not only limited to big hotel chains; it has also taken
over the independent hotels. This is due to the fact that more and more
independent hotels are trying to ensure that their website receives the maximum
response. With the change in technology, the customers are trying to keep up
with this change and hence they are getting more mobile savvy. From shopping to
payments, everything is done through the mobile phones. Around 60 percent of the
bookings were carried out through desktop whereas 15 percent were carried out
with the help of tablets. Around 17 percent of the mobile bookings were known
to be carried out more during 10pm to 1am. People prefer carry out the bookings
mostly in the afternoons and the evenings, no matter which ever device it is.
The mobile device has shown an average of 10 days shorter lead time than the
desktop lead times.
Time of booking:
Around 25 percent of all the bookings happen within
8pm to 11pm. Around 11 percent of the people carry out their booking
proceedings post-midnight till morning 10am. There is an average of 55 percent
of lead time for those who book post 1am till 7am in the morning whereas
bookings done after 8pm till midnight have the shortest lead time of 40 days.
Age factor:
It has been seen that individuals who are between
age group of 25 to 35 years carry out the maximum bookings. The next highest
being those falling in the age bracket of 36 to45 years. This is because
individuals in the age bracket of 25 to 35 are salary earning people and have a
thinking that there has to be some time for relaxing and getting out of all the
stress at work. Thus they tend to go out for frequent trips in a year so that
they can come back rejuvenated. Similar concept also goes for the ones in the
age bracket of 36 to 45years, who carry out at least one trip along with
family. The lowest booking has been carried out in the elderly crowd falling
above 65 years of age. Also those above the 65 age group have seen the highest
average value per booking carried out. The women population are known to
represent around more than 50 percent of all the bookings and revenue.
Month and Days Factor:
The top three months wherein the booking rate was
the highest was in the months of January, March and July wherein January was
considered the highest booking time of the year. The three months wherein the
bookings are not too high are April, May and September. The lead times have
shown to be greatest in the months of January and February with an average of
52 days whereas in the months of June, July and August there was a dip in the
lead times with an average of 35 days. When it comes to days, Monday and
Tuesdays have shown to be higher for booking periods and only ten percent of
the bookings are shown to be carried out on Saturdays. However, the lead times
are known to be higher on Sundays and Saturdays than the other days of the week
which is 48 days on Sunday and Saturdays and 41 days on other days of the week.
A similar pattern has been noted for room which are booked in the night, volume
of bookings and the revenue.
Read more: Sarina Dhillon
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