Hotels can look forward to a boost over Christmas, says survey

27th August 2010, 9:44am

A survey of 1,700 UK consumers by Retail Eyes, has found that one in three people (36.4%) are intending to make a Christmas shopping trip that will include an overnight stay this year.

With many travel businesses collapsing throughout the summer months, the leisure and hospitality industry would have seen the knock on effects.

However, as the Christmas shopping hype intensifies, hotels and B&Bs should be encouraged by the news as shoppers intend to make more of their Christmas shopping by incorporating an overnight stay into the trip.

Retail Eyes also recently polled 2,768 UK shoppers to find out when they will be starting their Christmas shopping – a staggering 16% confirmed they have already started, however 23% will be starting in October and 28% will be hitting the shops in November.

Hotelier businesses should also be prepared for the last minute rush in December as 15% will be leaving their shopping to the last minute.

Tim Ogle, Retail Eyes CEO, said: "Getting service and experience right is essential for a successful festive period. The Christmas period is the biggest single opportunity for hoteliers to welcome new customers and presents a massive opportunity not just to fill rooms but also to attract additional revenue through bars and restaurants.

"Christmas parties can often be some of the most stressful events for hotel and restaurant staff. It is key to give customers a night they will remember and most importantly one they will want to tell their friends about and make a return visit in the future. Operators and staff must remember that they don't just have one customer in their party organiser, but the entire guest list, and seize the opportunity to create as many advocates for the venue as possible."

Ogle added that the forthcoming Olympics posed a great opportunity: "The 2012 Olympics is also less than 24 months away and with properties set to be filled to capacity and an influx of tourists expected, hoteliers should use this Christmas as a trial run to assess how the business will cope - improvements don't happen overnight.

"The best gift of all this Christmas is finding out how guests feel about the establishment. It's often forgotten but feedback is the most important way to understand how to get guests to return to the venue and build the reputation of the business. Ask for it, welcome it, and act on it."

Leisure and hospitality businesses should also not be too concerned about the VAT rise affecting consumer spending habits around the festive period, as Retail Eyes' poll also revealed that 61% of shoppers said that the planned VAT rise in January will not affect how much they spend this Christmas.

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