Strategy

Catering to the savvy business woman traveller

Sarah Muxlow

Today, the same standards of hospitality are extended to both men and women travellers by most hoteliers. However, with an aim to remain competitive and in-sync with customer needs and preferences, chains, groups and independent hoteliers are looking at ways to cater specifically to women.

As is usually the case, considerations take place, both at the point of hotel conceptual design and at the time of renovations. Minor alterations and every day adaptations to facilities and amenities can also make a difference to what could be considered 'feminine requirements'.

Supporting evidence for this need to make special concessions is a 'Women on their way' 2003 NYU survey carried out by The Preston Robert Tisch Center for Hospitality, Tourism and Sports Management, according to which 40 per cent of business travellers in the US are women.

Akin to their male counterparts, women travellers also require a comfortable bed, adequate lighting as well as complimentary phone calls and internet access. In addition, however, are the following findings:

1. Security

Since many women are used to living with a partner or spouse in shared accommodation or high security home units, being away from 'home' can be quite unnerving. The Hilton Park Lane, London, therefore, has a women-only floor - one of their methods to increase security.

Ideally women's rooms or a whole floor are off the street and grouped to enable regular security checks to be carried out. This in itself provides peace of mind for the guests.

2. A comfortable public lounge

As the InterContinental Hotel Group discovered when designing Hotel Indigo, several changes to their product really enhanced their appeal to the female market. At the time of concept design, thought was given to the fact that many women do not feel comfortable and do not necessarily enjoy spending time in a bar.

An alternative meeting point and communal area such as a coffee shop makes all the difference. Ideally, a lounge area where a light meal can be eaten, or a glass of wine enjoyed whilst holding a business meeting or reading a book, is a better use of space.

3. The importance of colour

Colour schemes, good art work and alternatives to beige are important from the feminine perspective. Fresh designs and regular changes are well-appreciated.

4. The bathroom

Large bath areas also rank high on the list of preferences. Rather than using extra room space for an in-room lounge or bedroom, a large bath tub would be better appreciated.

Many independent hoteliers have made alterations such as equipping bathrooms with well-lit mirrors and powerful hair dryers, besides providing quality bathroom toiletries.

5. Healthy menu options

Menus that include light healthy options and in-room service work well.

6. Amenities

The NYU survey also found that preferred amenities have more to do with personal comfort than business needs. For women, the wish list includes a mini-bar (71 per cent), quality bath toiletries (56 per cent), spa services (47 per cent), a fitness centre (24 per cent), high-speed internet access (25 per cent) and an in-room coffee maker (31 per cent).

7. Location

In addition to room design, facilities and security, it has been noted that while women are away from home they are most likely to want to relax, enjoy a bit of leisure time, and add holiday days to enable a longer stay in an interesting location.

8. Travelling with children

With women being more career-focused today, often once a woman has had a child, she may stop work for a short time, but then return to work eventually.

Whilst many business women travel without children, for those that do, the good news is that some hotels do cater for a family. Take for example the Four Seasons Hotel in Mexico City. When making a reservation as a family, the hotel goes to great lengths to welcome a guest and enable a business parent to manage work meetings as well as family time. A range of toys are provided in the room, there is extra space for a play room, plus essential baby equipment and services to cater for most babysitting needs are provided.

9. Finally……the travel appeal

Generally speaking, women value the intangible benefits associated with business travel. In addition to viewing business travel as an important part of their job, they experience positive emotions such as freedom from their daily routine, recognition of achievement, as well as the opportunity to broaden their outlook.

10. Women are savvy customers

Price wars and reduced travel budgets mean that many a business traveller is staying at less expensive hotels. With the result that when general managers of five-star hotels keep a constant eye on the competition locally, they are not only watching hotels in the same sector, but also four-star hotels who pose equal competition for the business customer's attention.

To increase sales opportunities and stay ahead of the locals with the latest refurbishments, conference facilities and female-centric designs, the challenge to general managers is to cater to the savvy female customer. Once aware of the comfort provided by a women-friendly hotel, it would be difficult for women travellers not to expect the same standard of hospitality elsewhere.

So, with the need to increase and maintain brand loyalty, will female-centric hotel designs become standard in all locations? And will more independent hoteliers start to make the minor but effective alterations?

(The author regularly writes for hotels, restaurants, hospitality institutes and governing bodies regarding challenges and issues that the global hospitality industry is facing today)