How should a traveler select a hotel? These days the process isn't as easy as it sounds, or as it should be. A big part of the problem is the proliferation of choices.
The sheer volume of data culled via online searches can make it difficult to make an informed choice on a hotel. CNN reports there are more than 150 million reviews and opinions posted on TripAdvisor, with 2,800 new topics added daily to its forums.
Similarly substantial displays found on other OTA sites, including Expedia, Orbitz and Travelocity, can make it difficult for users to distinguish key attributes that may significantly impact a hotel stay. Of course there are other ways to select a hotel.
"Star"-based rating systems offer another way to evaluate respective hotel properties. But frankly there are a lot of systems.
For example, there are "official" and "unofficial" hotel rankings. Official systems include those published by Forbes Travel Guide and the Automobile Association of America (AAA). Inspectors at these organizations have no ties to the properties they review, providing, in theory at least, balanced and unbiased evaluations.
Or travelers can opt for consumer travel guides and booking sites including Hotels.com, Booking.com and PlacestoStay.com, which utilize "unofficial" star systems. These sites also feature consumer comment sections that (ostensibly) offer objective evaluations.
Still another evaluation avenue is provided by consortia like Leading Hotels of the World, which doesn't own properties in the group but performs quality control and inspection of its affiliated hotels. However the organization represents 375 properties, a statistically insignificant fraction of the choice available in even domestic destinations.
The difficulties attached to finding a suitable hotel outline why travel agents have withstood commission cuts, the automation of travel booking processes and the advent of OTAs to remain a critical resource for consumers.
When booking a journey to booking an unfamiliar locale, experienced, skilled travel agents still provide the expertise necessary to communicate the nuances of individual properties.
Still many, if not most, travelers eschew agents when booking a hotel room, believing the process should be straightforward and simple. Yet even in such cases, travelers should employ a standard travel agent strategy by "qualifying" their own travel desires.
In other words, honestly evaluate what amenities, facilities and services are most important to you as a hotel guest. Do you prefer luxury accommodations and "smart" in-room accessories? Proximity to activities and attractions? A beachfront location?
While undergoing the qualifying process won't reduce the array of choices out there, it will help you focus on the elements you consider most important and ensure your choice more closely meets your expectations.
For me, I've learned that functional works best. As a travel journalist, I've been fortunate to stay in all manner of accommodations, from five-star hotel rooms in Paris and Venice to jungle lodges in Belize and Peru. And while I like high-end hotels as much as the next person, in the end I find I'm looking for rooms that provide lots of electrical outlets to charge multiple devices and hotels that offer complimentary Wi-Fi and concierge services.
Of course such amenities aren't always available. Often I find I need to scale down my expectations. Several years ago, I spent a few nights in a room at a rustic lodge in the mountains of Guatemala. The room lacked heat but had a quaint working fireplace. I happily burned wood until the last evening, when my in-room supply was extinguished.
So I walked across the grounds to the front desk to replenish my supply. When I got there, I simply could not remember the Spanish word for "wood." The attendants, while friendly, spoke zero English. Long story short I returned to the room empty-handed and endured a chilly evening.
The moral of the story is that regardless of the hotel or room, it pays to be flexible. But it never hurts to do some checking and, most importantly, prioritize your preferences.
Ironically this past week the owner of a travel public relations agency asked for my hotel recommendation in Guatemala. As I'm fairly well acquainted with the owner's tastes and standards, I felt comfortable recommending two luxury properties: one I'd stayed at previously and another endorsed by a colleague at (ironically) another PR firm.
I'm eager to hear how things worked out.
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