1. 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

2. 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 or search for BDRC Continental opinions
Brands
Channels
Compliance
Customers
Employees
Markets
Products

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

4. Serviced apartments are undoubtedly getting higher recognition
Average % awareness for Serviced Apartment brands
Source:
BDRC GB HGS

5. 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”

6. 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)

7. 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)

8. 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)

9. Hierarchy of guest needs
For access to the subscription-based data presented at the Serviced Apartment Summit, please contact Leonie Bulman 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

10. 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

11. 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

12. Thank you… www.bdrc-continental.com @BDRCHotels Leonie Bulman
Associate Director, Hotels & Hospitality
@BDRCHotels
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