Part 2 The 5 key features that are frequently considered by customers when choosing an accommodation

Age: 18-24 Age: Age:

25-40 41-55

5 4 3 2 1 5 4 3 2 1 5 4 3 2 1

Convenience 51 33 10 2 2 =98 10 2 1 0 0 =13 3 1 0 0 0 =4

Quality 55 31 8 1 2 =97 9 3 1 0 0 =13 4 0 0 0 0 =4

Price 51 40 11 3 1 =106 9 2 2 0 0 =15 3 0 1 0 0 =4

Brand image 30 45 26 7 2 =110 6 4 2 0 1 =13 3 0 0 1 0 =4

Relationship 47 32 14 7 5 =105 10 2 1 0 1 =14 3 0 0 0 1 =4

 Part 3
Age 18-24 Age: Age
25-40 41-55

Statement
7 6 5 4 3 2 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1

Convenient 69 27 11 3 3 2 0 =115 11 1 1 0 0 0 0 =13 3 1 0 0 0 1 1 =6

location (e.g.,
easily access the
hotel, airport,
downtown, etc.)
Ease of making 43 38 14 7 5 0 0 =107 9 3 1 0 0 0 0 =13 2 1 0 0 0 1 0 =4
reservations.

Ease of ordering 49 34 23 2 3 2 0 =113 7 4 2 0 0 0 0 =13 3 0 0 0 0 1 0 =4

services (e.g.,
room service,
wake-up call, etc.)
Providing various 52 26 3 3 0 1 0 =85 9 3 2 0 0 0 0 =14 2 1 0 0 0 1 0 =4
room types (e.g.,
suites, standard,
non-smoking
room.
Availability of 45 33 18 5 3 4 0 =108 9 3 1 0 0 0 0 =13 2 1 0 0 0 0 0 =3
providing various
service options
(e.g., express
check-out, TV bill
viewing, etc.)

Options for ease 35 44 16 4 3 2 3 =107 6 5 1 0 1 0 0 =14 3 0 0 0 0 1 0 =4

of access to
amenities (e.g.,
spa, swimming
pool, gym, etc.)

Age 18-24 Age Age

25-40 41-55

Statement
7 6 5 4 3 2 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1

Various methods of 45 34 16 4 2 1 2 =104 9 4 2 0 0 0 0 =15 7 0 0 0 0 1 0 =8

payments (e.g.,
credit card, on-line
payment, monthly
statement. etc.
Quality of service 59 32 12 2 1 0 2 =108 10 2 1 0 0 0 0 =13 3 0 0 0 0 1 0 =4
performance (e.g.,
competency,
knowledge training,
grooming, etc.)
Quality of amenities 50 33 14 3 6 1 1 =108 9 2 0 0 1 0 0 =12 3 0 0 0 0 1 0 =4
(e.g., spa, gym,
Internet, etc.)
Quality of room 55 27 15 5 4 1 0 =107 11 1 0 0 1 1 0 =14 3 0 0 0 0 0 0 =3
supplies (e.g.,
shampoo, soap,
body lotion etc.)
Quality of room 60 34 10 5 1 2 0 =112 10 2 1 0 0 0 0 =13 3 0 0 0 0 0 0 =3
service

Quality of facilities’ 63 34 8 5 1 1 0 =112 10 2 0 1 0 0 0 =13 3 0 0 0 0 1 0 =4

upkeep (e.g.,
cleanliness, updated
facilities, etc.)

Age 18-24 Age: Age:

25-40 41-55

Statement
7 6 5 4 3 2 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1

Quality of service 61 25 13 5 2 0 1 =107 11 1 0 1 0 0 0 =13 3 0 0 0 1 0 0 =4

recovery (e.g.,
problem-solving,
problem resolution,
etc.)
Perceived value for 49 39 15 4 0 0 2 =109 8 3 1 0 0 0 0 =12 3 0 0 0 0 1 0 =4
the price paid for the
room
Additional charges for 39 39 21 12 2 1 0 =114 9 3 2 1 0 0 0 =15 2 0 1 0 0 1 0 =4
extra
services/facilities
(e.g., parking, room
services, Internet,
etc.)
Discounts received 40 39 15 8 2 1 0 =105 7 2 2 2 0 0 0 =13 3 0 0 0 0 1 0 =4
because of
membership (e.g.,
AAA, AARP, etc.) and
rewards program
(e.g., airline mileage,
prizes, catalog
merchandise, etc.)
General brand image 30 32 24 8 6 5 0 =105 4 4 3 2 0 0 0 =13 3 0 1 0 0 0 0 =4
(e.g., Marriott, Hilton,
etc.)
The uniqueness of the 30 33 24 9 5 5 0 =106 4 5 2 2 0 0 0 =13 2 0 0 1 0 0 0 =3
Accommodation (e.g.,
Boutique, Art-Deco,
etc.)
Age 18-24 Age: Age:
25-40 41-55

Statement
7 6 5 4 3 2 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1

The impression gained 46 37 14 5 2 2 0 =106 7 4 0 1 1 0 0 =13 3 0 1 0 0 0 0 =4

from on-line reviews or
Accommodation
websites.
Impression gained 37 45 16 5 4 0 0 =107 6 4 0 2 0 1 0 =13 3 0 1 0 0 0 0 =4
from the reputation of
the neighborhood
where the
Accommodation is
located.
Impression gained 37 43 16 7 3 1 0 =107 6 2 3 1 0 0 0 =12 3 0 1 0 0 0 0 =4
from company
advertisements
Impression gained 40 41 17 3 2 1 1 =105 8 3 1 0 1 0 0 =13 3 0 1 0 0 0 0 =4
from word-of-mouth
(e.g.,
recommendations
from friends, etc.)
Availability of loyalty 38 44 15 5 4 1 1 =108 8 4 3 0 2 0 0 =17 3 0 1 0 0 0 0 =4
programs (e.g.,
frequent stay,
membership, etc.)
Provision of non- 32 42 23 6 4 2 0 =109 7 3 1 0 2 0 0 =13 3 0 1 0 0 0 0 =4
incentive loyalty (e.g.,
emotional attachment
to brand, etc.)
Accommodation 38 43 15 7 2 0 0 =105 7 3 1 0 2 0 0 =13 3 0 1 0 0 0 0 =4
involvement with
resolving social issues
(e.g., environmental,
homeless, community
service, etc.)
Accommodation 34 46 21 7 1 0 0 =109 5 4 2 1 0 0 0 =12 3 0 1 0 0 0 0 =4
participation in referral
group programs (e.g.,
leading hotels of the
world, historic hotels,
etc.)
Accommodation 31 48 16 5 3 0 0 =103 6 4 0 0 2 0 0 =12 3 0 1 0 0 0 0 =4
involvement with
community
enrichment programs
(e.g., back-to-work,
food bank, etc.*)
Accommodation 37 38 19 5 3 1 1 =104 6 3 2 1 1 0 0 =13 3 0 1 0 0 0 0 =4
programs for co-
branding (e.g.,
Starbucks coffee in
hotel rooms, etc.) and
partnership programs
(e.g., AA & Best
western, etc.)