The path-to-purchase: video interviews and consumer insights Serviced Apartment Summit, 13th July 2016 Leonie Bulman, Associate Director – Hotels & Hospitality The path-to-purchase: video interviews and consumer insights

Full service market research agency We help our clients with seven core business challenges Two key divisions – the ‘On the Move’ division specialises in the hotels & hospitality, transport, tourism & leisure Data today is taken from our annual suite of Hotel Guest Surveys, which cover 30 territories worldwide Follow us @BDRCContinental or search for BDRC Continental opinions Brands Channels Compliance Customers Employees Markets Products

Vox Pops in London What does the general public know, like and dislike about serviced apartments?

Serviced apartments are undoubtedly getting higher recognition Average % awareness for Serviced Apartment brands Source: BDRC GB HGS 2013-2016

Is the message to the leisure segment clear enough? A hotel with more space & amenities? An ‘Airbnb’ with brand standards? Shared values “Living” “Privacy” “Freedom” “Homely”

Longer breaks are becoming less and less prominent as domestic holidays Source: BDRC GB HGS 2015 Total domestic room nights (millions) Short Breaks (Millions) Longer Breaks (Millions)

Domestic growth is demand is coming from the short break market Source: BDRC GB HGS 2015 Total domestic room nights (millions) Short Breaks (Millions) Longer Breaks (Millions)

Growth is also coming from the inbound market +5.5 million nights vs 2014 Inbound nights (millions) Source: VisitBritain International Passenger Survey Inbound visits (millions)

Hierarchy of guest needs For access to the subscription-based data presented at the Serviced Apartment Summit, please contact Leonie Bulman (leonie.bulman@bdrc-continental.com). The data presented comes from the Q1 wave of the Great Britain Hotel Guest Survey, including the hierarchy of needs for the following segments: All domestic Great Britain leisure travellers Great Britain leisure travellers who stay with family/extended family Great Britain leisure travellers who stay as a group (friends, interest groups…) Leisure travellers going to Great Britain from abroad

Beware of losing those segments to the homestay market Brand recognition amongst British leisure travellers (%) GB residents 11.9m adults For access to the Airbnb usage data presented at the Serviced Apartment Summit, please contact Leonie Bulman (leonie.bulman@bdrc-continental.com).

Awareness among inbound travellers is considerably higher Brand recognition amongst inbound travellers to the UK (%) Inbound travellers 11.9m adults For access to the Airbnb usage data presented at the Serviced Apartment Summit, please contact Leonie Bulman (leonie.bulman@bdrc-continental.com).

Thank you… www.bdrc-continental.com @BDRCHotels Leonie Bulman Associate Director, Hotels & Hospitality leonie.bulman@bdrc-continental.com www.bdrc-continental.com @BDRCHotels +44 (0)207 400 1012 hotels@bdrc-continental.com