Creating Value for Women Business Travelers: Focusing on Emotional Outcomes
Vol 11 No 12
By: Judi Brownell Ph.D.
Given the dramatic increase in women business travelers, addressing the needs of this market segment has become increasingly critical for hotel companies. While previous research has attempted to identify the specific items or features which women travelers want from their hotel stay, this report suggests a more holistic approach to capturing this market segment. Rather than emphasize the importance of specific items that fluctuate from one survey to the next, this study instead suggests that managers focus on how combinations of services, amenities, and facilities contribute to the desired affective responses sought by women business travelers. Based on a review of the literature on gender and emotion, a model is presented that emphasizes the flexibility managers have to accommodate women travelers within the context of a particular property. A convenience survey of hotel managers’ perceptions of women’s preferences shows that women are developing a clear and consistent message about the need to feel safe, comfortable, empowered, and pampered. Guided by these themes, hotel managers are in an excellent position to go beyond a focus on individual attributes and amenities to provide an experience that exceeds the expectations of this dynamic and growing market segment.
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Other Reports or Articles You May Find of Interest
- Hotel Guests’ Reactions to Guest Room Sustainability Initiatives, by Alex Susskind and Rohit Verma
- How Hotel Guests Perceive the Fairness of Differential Room Pricing, by Wayne J. Taylor and Sheryl E. Kimes
- Customer Loyalty: A New Look at the Benefits of Improving Segmentation Efforts with Rewards Programs, by Clay Voorhees, Michael McCall, and Roger Calantone
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