Study suggests hotels could make more money with specials on extra nights

Hotels could be leaving money on the table, according to a new study from industry research and education publisher COLLOQUY.

According to an online survey of 2,000 American consumers, three out of four U.S. business travelers (76%) said they would prolong a work-related trip for leisure if a hotel offered a discount or additional nights.

The same percentage said they would extend a trip for leisure if a hotel offered the chance to have a friend or family member join at a discounted rate.

“One area of travel is particularly ripe for opportunity,” said COLLOQUY Editor in Chief Jeff Berry, author of the travel report. “There’s tremendous potential to generate additional revenue from business travelers by encouraging them to stay for a leisure component. They’re open to the idea; the trick is creating an incentive for them to add more personal time.”

Following are other key results of the survey.
• Nearly one in five consumers (19%) said they would scrap their travel plans upon encountering add-on charges when booking with loyalty points.

• 74% of Americans said having a unique experience is the most important reason for taking a vacation, topping rest and relaxation at 69%.

• Men placed more importance on vacationing for rest and relaxation than women (72% versus 67%).

• Perhaps surprisingly, men placed more value on romantic travel surroundings than women (46% versus 41%).