Most popular method of choosing a hotel is by word of mouth, according to Synovate study

With the economic downturn making travellers more conscious about costs and value, hotels now, more than ever, need an edge to entice guests.

According to a survey by global research company Synovate, 83% of 600 Malaysians polled said they would choose less expensive hotels.

The study, released in mid-April, has provided some valuable insights for hotel brands and owners, noted Steve Murphy, managing director of Synovate Malaysia.

One of the findings is that travellers could be swayed by a hotel’s technological facilities — 60% said they take the trouble to research this point. Also, almost half (40%) indicated that they preferred hotels with spas.

Choosing the right hotel starts before the guest even arrives, with 18% visiting a hotel’s website and 13% checking out travel review sites, blogs and magazines.

Hence, it is important for hotels to have a visible and appealing presence online, said Murphy. “Websites, hotel reviews and directories become particularly important in this context.” 

However, by far the most popular method of choosing a hotel is through word of mouth, with more than a third of Malaysians asking colleagues, friends and relatives for recommendations.

The good news is that almost all (91%) said they would rave about a great experience. The bad news? They share negative experiences too, and what’s more, many Malaysians believe a bad hotel stay would ruin their entire trip.

“It is important that the hotel experience matches (or ideally exceeds) expectations — hotel service and overall environment is key,” said Murphy. “Don’t over-promise and then under-deliver, and keep looking out for opportunities to ‘delight’ your guests. If you do, you can be fairly sure of ‘free’ advertising via word of mouth.”

A hotel featured by Synovate was The One Hotel in Angkor Wat, Siem Reap, Cambodia. Although a night’s stay doesn’t come cheap at US$250 (RM900) a night, the hotel’s unique concept is that it has only one room. So guests get the entire hotel, and all its staff, to themselves.

As a result of over-and-above service and pricing, The One Hotel has received rave reviews on TripAdvisor.com as well as guests writing in, praising the hotel as “One-derful”.

Furthermore, hotel owner Martin Dishman wrote on his blog that he was more than willing to negotiate prices, offer more services and better deals. “Today I read that haggling is now in. To which I say, ‘No problem!’ Just today, we received a request for a three-night stay in May. I could have quoted our normal price but instead offered them our two-night Quick Break package with an add-on third night.”

Flexible pricing and a clear communication of the value for money will give hotels an edge over competitors unwilling to adjust their strategies, said Murphy. “In this economic climate, people generally, and Malaysians in particular, are looking carefully at hotel prices.”

An unexpected survey finding is that a hotel’s environmental policy has become important to Malaysians, with more than a quarter (27%) saying they would not stay at a hotel without a green policy. Almost half (43%), though, admitted that while it mattered to them, they don’t do the research.

“Communicating your green policy would give a hotel an edge,” Murphy pointed out.

Top-rated Malaysian hotels on EnvironmentallyFriendlyHotels.com include The Frangipani Langkawi Resort & Spa and Sukau Rainforest Lodge in Kinabatangan, Sabah. The latter’s commitment to responsible tourism, hospitality and unique jungle experience has won it a spot on the National Geographic Adventure magazine’s Top 50 Ecolodges 2009 list.

For Murphy, his personal favourites in Malaysia include The Andaman Langkawi (high-end range) and Pangkor Island Beach Resort (mid-range).

“The service at The Andaman is top quality and never disappoints. You feel completely relaxed there in the peaceful jungle and beach setting. Pangkor Beach I remember for its good value and excellent service — they recognise you. The food was good and the beach was great.”



This article appeared on the Media & Advertising page, The Edge Financial Daily, April 28, 2009.