INSIDE THE MIND OF INDIE TRAVELERS: EXPECTATIONS IN THE COVID-19 ERA

We recently surveyed a cross-section of 900 Stash Members – lovers of independent hotels – and their responses are powering our strategy.

In addition to 13 data-driven questions, we asked 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’ve discussed their travel plans. Now, let’s dig into their expectations, and how you can earn your share of travel.

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THE SIMPLE TACTICS ARE THE MOST IMPORTANT

Okay, we get it, none of this is simple. But when we asked people to stack rank various cleaning and virus mitigation tactics by importance, hand sanitizer stations and staff masks were the runaway favorites. The big expensive tactics, like electrostatic cleaners and UV lights were met with mixed reviews. Interestingly, very few people said smart-phone keys were important. 

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CLEANING IS IMPORTANT, BUT GUEST EXPERIENCE STILL REIGNS SUPREME

When asked to stack rank booking drivers, travelers tell us that their values actually haven’t changed all that much. No surprise to see Location and Rate at the top of the list - those are gimmes. But if you look at the chain hotel marketing, you’d expect Cleaning and Cancellation to be fast followers. In reality, travelers seek an escape with rich amenities and a delightful guest experience.

“I chose you in the past for the uniqueness of the hotels, the exceptional customer service and the wonderful experience on site... that hasn't changed because of the pandemic.”

- A member who appreciates timeless hospitality

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THEY UNDERSTAND THAT IT WON'T BE BUSINESS (OR LEISURE) AS USUAL

But they want you to set expectations. Did breakfast get the kibosh? Is the fitness center boarded up? Did you drain your pool? People are prepared for changes, but they want to know before they book, and before they show up with their kids and pool floaties. 

Here’s a great example of an independent hotel that’s doing a great job explaining not only what is different, but why.

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TRANSPARENCY IS EXPECTED, AND ACCOUNTABILITY BUILDS CONFIDENCE

If we were to run a hotel (which we don’t), we would put a picture of our management team (masked!) on the home page of our site with a message assuring travelers that these people are committed to ensuring the safety protocols are executed. Real people are one of an independent hotel’s greatest assets. It’s more important than ever to remind travelers that you take taking care of guests personally.

OUR ADVICE

  • Spell out your strategy: On your site, be really clear what you are doing to keep travelers safe. Ask for their feedback too. One survey insight that never fails: people truly appreciate that you are asking and listening.

  • Set expectations: Over communicate the changes to your guest experience. Make it impossible to miss. And don’t  just share what has changed, share why it’s changed.

  • Be a resource: A traveler might not be aware of the ever-changing local restrictions when they book their trip. And of course, those can change between booking and check in. 

  • Showcase your team: Let travelers know that they’ll be taken care of by real people who really care.  

  • 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.”

Emily McFadden