Distribution of Independent Boutique Hotels on Secondary and Tertiary Markets in Germany
Dambach, Marie-Theres (2016)
Dambach, Marie-Theres
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016100314767
https://urn.fi/URN:NBN:fi:amk-2016100314767
Tiivistelmä
Boutique hotels are a recent trend in the hospitality industry. As they are receiving more and more attention independent operators on secondary and tertiary markets need to find ways to reach and sell to their customer in order to stay competitive. Therefore, the question is raised whether the way independent German boutique hoteliers distribute their products matches the way their guests prefer or would prefer to buy them. Moreover, it was evaluated if soft brands are an efficient tool to support the distribution of these hotels. The thesis is commissioned by one of the hotels concerned: the boutique hotel Villa WellenRausch.
The literature review provides an overview of the hotel type “boutique hotel” and the distribution of small and independent hotels. Boutique hotels developed as a contrary to the uniform and standardized hotel landscape. This segment includes hotels with a strong focus on uniqueness, design, personal service and they value a sense of community. The distribution networks of small and independent hotels are experiencing an increase in direct sales and their focus lies on online channels.
To find out the perspective of both German independent boutique hoteliers and their guests two research methods were applied. Six concerned hoteliers were interviewed about the distribution of products and services in their hotels. To examine the perspective of guests 62 potential and actual guests answered a questionnaire in that they were asked about their preferred purchasing behavior.
The boutique hoteliers recognize the shift towards online distribution. Half of them receive the majority of their bookings via internet-based channels. Additionally, email and telephone are appreciated by them since they enable personal service. The guests also prefer to make reservations online. From their perspective, the location and quality are the most important hotel features. Their final booking decision can be influenced through reading customer reviews and rankings.
The comparison of both perspectives led to the result that the hoteliers already have a good understanding of their guests’ preferred booking behavior. They could become active in market research in order to receive a more detailed insight with regard to their guests’ preferences and the factors that influence guests when they book a room. Moreover, as customer reviews have a very powerful role in the booking processes of guests the hoteliers should pay attention to manage them and incorporate them in their distribution networks. According to the guests’ wants and needs a booking engine on the own homepage can be an efficient tool to increase direct sales. However, soft brands and their benefits are neither valued by guests nor by hoteliers. On the contrary, from both perspectives the disadvantages outweigh the advantages, so that no additional value can be recognized and they are not perceived as an efficient opportunity to support the hotel’s distribution.
The literature review provides an overview of the hotel type “boutique hotel” and the distribution of small and independent hotels. Boutique hotels developed as a contrary to the uniform and standardized hotel landscape. This segment includes hotels with a strong focus on uniqueness, design, personal service and they value a sense of community. The distribution networks of small and independent hotels are experiencing an increase in direct sales and their focus lies on online channels.
To find out the perspective of both German independent boutique hoteliers and their guests two research methods were applied. Six concerned hoteliers were interviewed about the distribution of products and services in their hotels. To examine the perspective of guests 62 potential and actual guests answered a questionnaire in that they were asked about their preferred purchasing behavior.
The boutique hoteliers recognize the shift towards online distribution. Half of them receive the majority of their bookings via internet-based channels. Additionally, email and telephone are appreciated by them since they enable personal service. The guests also prefer to make reservations online. From their perspective, the location and quality are the most important hotel features. Their final booking decision can be influenced through reading customer reviews and rankings.
The comparison of both perspectives led to the result that the hoteliers already have a good understanding of their guests’ preferred booking behavior. They could become active in market research in order to receive a more detailed insight with regard to their guests’ preferences and the factors that influence guests when they book a room. Moreover, as customer reviews have a very powerful role in the booking processes of guests the hoteliers should pay attention to manage them and incorporate them in their distribution networks. According to the guests’ wants and needs a booking engine on the own homepage can be an efficient tool to increase direct sales. However, soft brands and their benefits are neither valued by guests nor by hoteliers. On the contrary, from both perspectives the disadvantages outweigh the advantages, so that no additional value can be recognized and they are not perceived as an efficient opportunity to support the hotel’s distribution.