Magazine article ADWEEK

But Please Don't Take the Towels

Magazine article ADWEEK

But Please Don't Take the Towels

Article excerpt

People look a fair amount before leaping to a choice of hotel, finds a Synovate poll issued this month. Choosing among statements that might describe their mode of picking a hotel, 6 percent of U.S. respondents agreed that they "select the first OK one that I find." At the other extreme, 21 percent "research every hotel in the area so I know I am choosing the best one for me." In between were 67 percent who "find out about a few comparable hotels and choose the one that will best suit me."

Forty-five percent of U.S. respondents to the poll (fielded in January) visit hotel Web sites when picking a place to stay; 22 percent use "review sites like tripadvisor.com." Offline, 13 percent read travel magazines when choosing a hotel, and 12 percent "ask colleagues, friends or relatives about a particular hotel."

The chart shows a few gender gaps in attitudes, though the sexes agree on the importance of a hotel's technology offerings. …

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