INSIDE THE MIND OF INDIE HOTEL TRAVELERS: COVID EDITION

Like you, we’re eager and anxiously watching travel trends, devouring industry reports, and interrogating experts to wrap our heads around what’s to come for independent hotels. While we’ve picked up some good intel, we’ve always believed that primary data is the most instructive.

We recently surveyed a cross-section of 900 Stash Members – lovers of independent hotels – and their responses are powering our strategy, even more than the sage wisdom Jan Freitag imparted on us, and that’s saying a lot. 

In addition to 13 data-driven questions, we ask an open-ended question: “What would you like to tell independent hoteliers right now?” Sprinkled into our data we have some member pep-talks directed to you, the independent hotel.

We’re breaking down the data for you: This week, we’ll tackle the When and Where of the return to travel.

Leisure Travel Plans

THEY PLAN TO RETURN TO TRAVEL THIS YEAR

Over 80% plan on staying in a hotel for a leisure trip by the end of the year. And 70% of the members that travel for business anticipate laying their heads on a hotel bed before 2021.

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THEY MAY TAKE FEWER TRIPS, BUT EACH TRIP WILL BE MORE SPECIAL

Travel will feel new and exciting for everyone again, even the grizzled road warriors. Making them feel a little extra pampered and cared for will go a long way. Independent hotels have the clear advantage here — use it!

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THEY ARE 74% MORE LIKELY TO PICK INDEPENDENT HOTELS THAN BEFORE THE PANDEMIC

Don't believe the hype that travelers will cling to Big Chains because of their cleaning policies. They know Indie's will deliver customized, localized, personalized and nimble solutions to keep them safe.

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THERE IS A PERCEPTION THAT SMALLER IS SAFER

The instinct to avoid crowds is apparent in traveler’s booking intentions. Members cited concerns about crowded lobbies, shared elevators, or elevator bottlenecks as reasons they may opt out of a large hotel experience. If you’re a small property, time to flex that in your marketing. If you’re a large hotel, be upfront about the ways you are addressing concerns.

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BUYING & STAYING LOCAL IS TOP OF MIND:

Over 80% of members are more likely to support local businesses as a result of the pandemic. And 80% (rightfully) believe independent hotels are local-businesses. Now is a great time to reinforce your connection to your community and remind people that you’re local.

Our Advice:

  • Flex your “local” status. On your site, in your social media, and in your partnerships. Link arms with other local businesses and work together more closely than ever on cross marketing opportunities.

  • Reach out to your frequent guests. Let them know what you’re doing to make their next stay safe, and ask for their feedback too. One survey insight that never fails: people truly appreciate that you are asking and listening.

  • Think of ONE new way you can make business travelers and road warriors feel a little extra cared for or pampered upon their return. At a time where amenities are being removed from many guest experience, add a little touch of TLC.

  • Focus your outreach to drive markets. For Stash Partners, sync up with your Partner Advocate about the FREE drive-market campaigns launching this summer and fall. We’ll help introduce you to pent-up demand in your own backyard.

  • Showcase your independent nature by promoting your affiliation with Stash. (Or by joining Stash if you haven’t yet!) As one member put it: “Stash is my source for indie hotels.”

COMING SOON: We’ll look at the expectations of travelers. What they want to know before they book, what they want to see when they arrive, and how to earn and keep their business.

Emily McFadden