Consumers switch, shout and sulk over hotel entertainment

December 01, 2008 |

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Most homes these days are equipped with an array of advanced technologies, as a result, three-quarters of us expect hotel entertainment systems to at least match their home set-up, according to a not so unbiased study sponsored by Samsung.

Research by Samsung has revealed that consumers are increasingly promiscuous and outspoken about dated hotel entertainment systems. In-room technology is a major part of the hotel experience, with 66 per cent of us saying the standard of their in-room entertainment is a major part of our hotel choice.

Pammi Mudhar, European B2B Sales Director, Samsung said: "Despite the slowing economy, consumer expectations for a 'home from home' hotel experience are rising. Most homes these days are equipped with an array of advanced technologies, as a result, three-quarters of us expect hotel entertainment systems to at least match their home set-up, with over one in four (26 per cent) expecting an even higher standard."

Over one in three (33 per cent) of us are seeking a 'home from home' environment from hotels. Almost half of us (45 per cent) stay within the confines of their hotel until checkout and nearly one in five of us (18 per cent) do not even leave their room. It's little wonder that travellers are increasingly demanding the best in-room entertainment.

The research also revealed that 95 per cent of hotel guests don't leave home without their personal gadgets (with laptops (55 per cent); digital cameras (55 per cent); and mp3 players (46 per cent) being the most popular digital companions). Sixty-seven per cent of us now want to use personal gadgets during our hotel stay. Listening to music from mp3 players over the hotel entertainment system was the most popular demand - from 42 per cent of respondents. Pammi Mudhar added: "Personal gadgets are ingrained in our lives and allowing guests to link them with the hotel entertainment system, makes their experience all the more seamless and enjoyable."

Hotel profiles

Three categories of hotel guests have emerged from the research, based on their reactions to shoddy in-room entertainment.

- Nearly one in three, and the largest group, are the Sulkers (36 percent) - a group that bite their lip, but avoid staying in the same hotel again.

- Nearly one in three of us (32 per cent) the Shouters - broadcast bad experiences to friends and family, or write negative comments on travel review websites.

- The Switchers account for nearly one in five (23 per cent) - they either vote with their feet by storming off to a different hotel, or demand an upgrade.

"Typically, Generation Y respondents, particularly business travellers, are not shy about making their technology demands known and their loyalty is based on using stylish, functional entertainment systems, that they're already comfortable with. Most worryingly, the Sulkers don't give hoteliers the right to reply or to improve their systems. They simply never return to the same hotel again."

A lack of familiarity was also found to be a major hotel headache. The survey even found an element of 'Flat Screen Separation Anxiety' in nearly one in three (30%), who said the element of home life they missed most when travelling was their home entertainment TV system. Interestingly, one in ten men missed their teddy bear whilst almost half of women miss their own pillow. Complicated in-room systems also proved a frustration, with one in ten saying their struggling threshold was just 30 seconds, after which they would call reception to ask for help, while 35 per cent of us will struggle on indefinitely and not ask for help at all.