Briefing: Illuminating all accommodation options
A new report from Savills found that only 8% of UK consumers can name a serviced apartment or aparthotel brand.
Although alternative accommodation sectors like serviced apartments, vacation rentals, and hostels have been growing, largely thanks to the opportunities online, there is still a lack of awareness of these products compared to hotels.
To rectify this, companies have been investing in marketing campaigns and launching TV adverts.
In these videos, four experts discuss awareness of hospitality products:
Savills’ European Serviced Apartment report states that 41% of UK consumers don’t know what a serviced apartment is and 57% don’t know what an aparthotel is. Awareness of serviced apartments was better among business travellers, although only 52% knew what an aparthotel was.
HostelWorld put out a new TV advert this year, aimed at young travellers looking for an authentic experience and inviting them to ‘meet the word’. This booking site features campsites, self catering accommodation, B&B’s, and budget hotels as well as independent hostels, and currently lists over 27,000 properties in more than 180 countries.
HomeAway, a vacation rentals model based around people renting out their second homes to holiday makers, has put a significant investment into its marketing budget this year. According to HomeAway’s second quarter reports, the company spent $100,887 on sales and marketing in the first half of 2015. This is up by about 25% on the same period in 2014. They have put out a 2 part TV campaign aimed at families.
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