Shampoo and access to outlets biggest interest for female frequent guests
San Francisco, CA -- (SBWIRE) -- 02/25/2013 -- New research out is purporting to know what women really want: At least, when it comes to staying at a hotel.
Easy access to electronic chargers, hair-straightening irons, yoga mats, and quality shampoo that will protect hair, appear to be the top concerns of women according to new research from the Hyatt Hotels & Resorts. Being able to not have to lug those items around during frequent business travel seems to be one of the largest considerations a hotel chain can make when it comes to keeping valuable customers, say Sara Kearney, the Hyatt senior vice president in charge of brands.
The female guests also appear to want an easier way to communicate with hotel management and give staff their all-important feedback, according to the findings from the Hyatt research.
The surveys were initially conducted in order to know all customers better, said Kerney. Hyatt runs over 450 hotels under seven different names, including Hyatt, Park Hyatt, Andaz, and Kyat Place.
"Initially, we were conducting a study to get greater understanding of what travelers' general perceptions of the overall travel experience were," Kearney says. "As we started digging, we found that the richest area of opportunity was to focus more on what we were hearing from women. You could tell there were passion points that would make a bigger impact for women, and that men would probably appreciate them as well."
The findings have prompted Hyatt to begin testing the proposed changes to eight hotels such as the Hyatt Regency Chicago O'Hare. And for some hotels, this new emphasis on a female-friendly approach means making sure better shampoo and conditioner is in place, which was one of the 'simple amenity' changes that was almost universally asked for.
The USA Today's Hotel Check-In that was handled last month looked at what women wan from hotels. One chain that might hold the answer to such a question is the Hotel Monaco and Hotel Palomar in Washington D.C. And San Francisco respectively. The two hotels receive a higher-than-average share of female guests due to their strategy.
"You've got a fairly male-dominated industry; it's amazing how we forget some of the things that are important to women," said CEO Mike Depatie.
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