While a number of hotel chains have discontinued the practice of providing Yellow Pages directories in each room, a newly released report from CRM Associates would indicate that this might be the wrong move. Data from Simmons Spring, 2009, suggests that frequent hotel guests are significantly more likely to use print directories than the average consumer.
Some of the findings from the Simmons data include:
- Those who have stayed at a hotel/motel in the past 12 months are 30% more likely to be print yellow pages users than those who have not and 54% more likely to have used print yellow pages for business or travel purposes in the past 12 months.
- Members of hotel frequent guest programs are 20% more likely to be print yellow pages users than those who are not and 22% more likely to have used print yellow pages for business or travel purposes in the past month.
- Those who stay at hotels three or more times per year are 40% more likely to be print yellow pages users than those who do not stay at hotels and 84% more likely to have used print yellow pages for business or travel purposes in the past month.
- 42% of those that stay at hotels 11 or more nights per year have used print yellow pages directories in the past month at home; 20% have used print yellow pages while traveling or for business.
The message is clear: hotel guests, particularly frequent hotel guests, are above average users of print directories both personally and for business travel purposes. Not providing access to print directories in the hotels is likely to be a disservice to the hotel’s best customers. And who can afford poor customer service when business is slow?
Inside YP RSS Feed