What guests want from a hotel – using predictive research analytics optimising MyTravel's property portfolio

Sam Gardner
Nunwood:MarketAnalytics, United Kingdom

Tamsin Jenkins
Nunwood, United Kingdom

Louise Holt
MyTravel Ltd., United Kingdom

INTRODUCTION

The UK holiday industry is evolving. Whilst the market overall is in growth, this has been driven largely by the rise in independent travel through low cost airlines and dot-com holiday providers, not through the traditional package holiday market. Package holidays now account for 46% of the holiday market, compared to 54% in 1998. As such, it's no longer just the package holiday providers that MyTravel is competing with. Furthermore, it's evident that customer expectations are also becoming more demanding: they want to travel further, stay in better hotels, have unique experiences, but pay less.