PHOTO: A business traveler on the move. (photo courtesy of Thinkstock)
Like any consumer that frequents the same business over and again, loyal hotel guests want to be acknowledged.
According to new research from hotel price comparison platform HotelsCombined, more than one-fifth of U.S. business travelers (22 percent) like to be recognized if they continue to stay at the same hotel.
While recognition isn't everything, it's certainly an ideal first step toward delivering a positive experience.
Hotels that enhance the experience for those return guests are likely to see more returning yet again than those that don't, as 48 percent of business travelers indicated they prefer to stay in the same hotel each time they travel.
That's huge since HotelsCombined's research shows more than three-fifths of road warriors (62 percent) travel anywhere from one to five times a year, while 15 percent travel five to 10 times every 12 months. 10 percent travel between 10 and 20 times each year, and 13 percent make 20 trips or more in a given year.
Plus, a majority of American business travelers (49 percent) stay two or three nights on each business trip, while at least one-quarter are away for three or more nights, based on HotelsCombined's research.
"Business travelers are travelers with strong habits and often turn into repeat customers for a hotel if the traveler has a positive experience," HotelsCombined travel expert Chris Rivett said in a statement.
"Their focus is on business while they’re away from home, but it’s important that the hotel acts as a bridge between home and the office.
Rivett points out that many hotels have begun putting a premium on the guest experience, a trend that's expected to continue as ever-changing technology makes personalization easier.
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Remembering a guest's name, their room preferences and other important characteristics can be a challenge for a lone front desk staff member. But some hotel mobile apps make it easy for staff to learn, and ultimately remember, what a particular traveler wants when they check in.
"Given businessmen and women are on the road so frequently their business is extremely important to hotels. Because of this, we see many hotels going the extra mile to ensure business travelers are treated well from the moment they check in to the moment they leave," added Rivett.
HotelsCombined also uncovered that 44 percent of business travelers book their own hotels online, while 42 percent have someone else book for them. Only about one in 10 (11 percent) use travel agents, while the remaining 4 percent rely on other methods.