Ms. Freud

Sales & Marketing

Qualitative Research: Analyzing the Hotel Reservations Process

By Johnna Freud, Qualitative Research Moderator, Saul Cohen & Associates

Of course, a person can still call a hotel or a travel agent, but now he can also conduct research and make reservations via the Internet. Here is where the choices become whelming.

So, when do consumers make reservations online? When do they call a travel agent? When do they call you or central reservation numbers or properties directly?

And, when they consult the Internet, are they reserving directly through the hotel chains' or properties' websites or are they surfing the Web for third-party sites, many of whom provide reduced rate accommodations? What factors impact this decision-making process?

Qualitative marketing research can provide an in-depth understanding into how consumers perceive the various reservation methods available to them. Focus groups and in-depth interviews can explore the motivating factors that influence their decisions about which method to use.

For example, how do pop-up advertisements and emails from third-party vendors influence consumers when they are making travel plans? This is important information, not only for establishments that cater more to budget-conscious travelers, but also for full-service hotels with excess inventory to fill.

Who to Invite

To derive the most useful information from qualitative research, it is advisable to invite a mix of consumers to participate. For example, invite some consumers who regularly book business or leisure accommodations online, including a mix of those who reserve directly through hotel websites and those who book through third-party sites. Also invite consumers who have tried booking accommodations online, but have discontinued using this method in favor of another. Additionally, invite consumers who reserve accommodations by calling either travel agents or hotels directly.

Across all groups, invite individuals who represent a cross-section of diverse demographics. For example, recruit some panelists who are single and others who are married. Invite some who travel with children. Recruit participants who represent a mix of the number of nights spent away from home for business or leisure travel, levels of household income, ages, and ethnicities. Additionally, consider conducting this research in different parts of the country to explore whether any regional differences of opinion exist.

What to Discuss

The initial part of the discussion in any focus group should provide panelists with opportunities to introduce themselves and share some basic information that is relevant to the topic of research. Although this part of the conversation generally lasts no more than ten minutes, those who are less sophisticated with qualitative research techniques sometimes want to "skip the up front stuff" and "get into the meat of the discussion." However, in addition to providing a context in which to interpret the respondents' answers, this early discussion creates a rapport and comfort level among the panelists to help them speak more openly and interact with one another.

Next, it is important to gain insights into how the participants currently research and make their reservations. How do they make them? And, why do they use specific methods? How long have they been making reservations this way? What drives the decision process about which channel to select?

For example, do emails from third party vendors that describe special deals and packages influence travel decisions? If so, how? And even after a consumer has viewed a third-party site, what influences them to buy from that site or move to another - such as a hotel's proprietary site? Do consumers who conduct research on the Internet make their reservations online or do they make their reservations via another method?

In addition to these questions, the discussion might also explore what the participants like, or dislike, about the methods they currently use to research or reserve accommodations. For example, what makes one telephone reservation experience better than another?

Or why are some websites better than others? For example, what do consumers consider "user-friendly," regarding both content and navigation. This can also be analyzed in focus groups.

And what is missing from these experiences? What suggestions do consumers have to improve the research and reservation processes? The best way to uncover consumers' answers to these questions is to ask them.

After discussing the factors that influence consumers' decisions about the purchasing channels they select, the next topic that might be explored is what factors affect their ultimate purchase decision. For example, what effect, if any, does the purchase channel have on their purchase decision? And, if the channel does impact the purchase decision, how important is the channel relative to other factors, such as:

How to Use the Findings

The information from focus groups like the ones described can help the establishments know whether they are using the most effective channels to reach their target audiences. They will also help uncover preferences and unmet needs among both the most loyal customers as well as in the marketplace in general.

So the next time you wonder what motivates consumers to select one method over another to research and reserve reservations, ask them.

Johnna Freud is a Qualitative Research Moderator with Saul Cohen & Associates, Ltd. She has experience in focus group moderating, interviewing, group facilitation and project management. She has worked with service companies, publishers, consumer package goods firms, retail chains, manufacturers, educational institutions, consulting firms, and advertising agencies. Research objectives have included concept evaluation and refinement, communications and advertising assessment, product repositioning, employee/student recruitment and performance evaluation, packaging and displays. Ms. Freud can be contacted at 203-322-0083 or scohenqual@aol.com Extended Bio...

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