We know what you’re thinking – another contentious article about the intricacies and complexities of the female psyche, right? Wrong! Female travellers now make up 40 to 50% of all business travellers, according to The Centre for Hospitality Research. That’s quite a market to cater for, don’t you think?

 

This article aims to help hoteliers learn more about what it is that women really want, when they stay at a hotel for business travel. (The requests and suggestions we mention below aren’t nearly as cheeky or sensational as the headline implies.) Here are 5 things that would make a woman’s stay at a corporate hotel pure bliss – take a look:

Safe and secure environment

Research indicates that one of the main concerns for women, when they stay at a hotel, is safety and security. According to many surveys conducted with female travellers, women prefer to stay in women-only wings or floors, enjoy a private check-in / check-out facility on those floors, have the safety of good lighting in the corridors, and enjoy a female staff escort from the car park, gym or restaurant to their room. Rooms should also have safety locks (double-bolt), peepholes and safety chains on the doors.

Fresh flowers

This is so often overlooked. Dying or dead flowers are a no-no (as are fake flowers). A simple vase with a few fresh stems is always appreciated. It’s not expensive and the sentiment really does impress.

Bath robes that fit

You may think it funny, but over-sized bath robes that don’t fit the female form are not a hit with women. Invest in bathrobes for both men and women – because everyone wants to feel the love and comfort of a luxury bathrobe. Not just the men…

Quality bathroom amenities

Invest in quality bathroom amenities that women actually use. This includes good quality shower gels, bath salts, shampoos and conditioners, plenty of fresh towels, make-up remover, moisturizers and shower caps that actually fit and don’t break the moment you open them. Amenities that offer wholesome, natural or organic ingredients really are a crowd pleaser. It’s about quality products, that’s all.

Conveniences

Again, the list is endless of the items that make perfect sense to women: skirt hangers; hair-dryers that actually dry your hair and have some power; hair irons; full length mirrors; good lighting in the bathroom or at the vanity; a trinket or small dish for your jewellery, plug points that are easy to access and make sense (i.e. not behind the TV cabinet which incidentally doesn’t move easily); bottled water; fresh milk in the mini-bar fridge for your tea or coffee station; free high speed WI-FI and access to in-room spa treatments.

Look carefully at what the research tells us, which is that there are simple ways to create a delightful environment for female business travellers – a market share that has crept up to the 50% mark (and climbing). There is, of course, a broader message here and it’s about change. Nowadays, women have incredibly large buying power, and up to 70% influence over travel decisions and purchases. Even if you feel you don’t have to pander to these ideas and suggestions, someone else will, and 40 to 50% of your clients may walk out the door and stay with someone else who is willing to take note. Embrace market changes, adapt, change, and enjoy the journey. You may even find it refreshing…

If you have any suggestions or ideas for our students, drop us a line below and share your thoughts.

(Sources: http://www.hotelnewsnow.com/article/13898/What-women-want-from-their-hotel-experience; http://www.worldluxurytourism.com/featured/women-want-insight-women-travellers-needs-2.html; http://skift.com/2015/02/17/virgin-hotels-thinks-it-knows-what-female-travelers-want/; http://www.hotel-online.com/News/PR2006_4th/Dec06_WomenGuests.html; https://www.linkedin.com/pulse/5-things-business-travelers-want-hotel-rooms-rupesh-patel) http://kayburton.com.au/lifestyle/travel/female-friendly-floors; www.marriott.com