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In the last issue I discussed travel for the sake of the journey
and why that appeals to so many women.
The fact that women enjoy the process of planning, and incorporate
as much life experience into each trip as possible, also seems to
apply to those who travel for business.
Think about it. There are smaller-town women who get psyched
for conferences in big cities for the cultural possibilities that
can be folded into the actual workdays. (I always check to
see what art exhibits might be in town, when I travel to the "big
cities.") And, there
are women who take the time to explore the different amenities of
hotels in preparation, just to keep fine-tuning the true relaxation
potential of these obligatory trips. Once they find a hotel
that most suits their personal needs, they will risk stretching
their travel budget to stay there.
For women, the planning and process of the trip (receiving "first
class" treatment on the flight, knowing in advance which shuttle
van has the best service into town, mapping out the two hot restaurants
you want to try while there) are as important as the business to
which she is tending.
Typical Woman Business Traveler
According to the New York University/Wyndham Hotels & Resorts
Study in March of 1999, an overall profile of the female business
traveler included these traits:
- Is married
- Works full-time
and holds a managerial position
- Has earned
a bachelors degree
- Has no children
in the household
- Is over
the age of 40
- Is the secondary
wage earner
My intuition is that these traits may have changed a bit in the
few years since this study was conducted. (For example, I, personally,
know of a lot of women younger than 40 and single who travel quite
a bit.) But,
it still gives us someplace to start as we examine what travel and
hospitality industry marketers have done with this information,
and it also gives us some idea how adaptable the industry can be
as those traits morph along the way.
Why should those who market anything travel-related care? Wyndham's
studies show that women will account for half of business travelers
by 2002 (now, only months away).
Hotels Changing for Women
Within the travel industry, hotels are noticeably changing the
way they do business with their women customers. Whether they are
"window-dressing" makeovers or complete overhauls from
the ground up at these hotels, women will see behind the curtains
and only those that institute authentic change will get the bulk
of their business in the long run.
Following are some examples of hotel groups that seem
to be paying attention to women currently:
Wyndham saw the women business traveler boom coming from afar and
prepared by developing the "Women on Their Way" initiative
way back in 1995. By listening to customer feedback and heeding
the suggestions of their Advisory Board, Wyndham started to accommodate
the preferences of their female clientele. One change was
the creation of a library-like area for unwinding at the end of
the day with a glass of wine and a big chair, as opposed to the
more typical hotel bar. In order to stay connected to their
female guests, Wyndham distributes a regular e-newsletter to those
who have opted-in from the web site.
This serves as a way to present regular, updated travel resources
and information, and also provides a way to poll frequently and
receive feedback.
Many other hotels have also begun special
women's efforts that
start with advisory boards and then utilize web sites to survey
their customers and further develop relationships.
For example, "Project Future" is the Travel Advisory
Council made up of 10 female business leaders (including Evelyn Hannon, Founder and Editor of
Journeywoman.com, who we interviewed in our last
issue) and formed by Six
Continents Hotels. (Six
Continents Hotels include Inter-Continental Hotels and Resorts,
Crowne Plaza Hotels & Resorts and the wide variety of Holiday
Inn properties). Hilton Hotels has also been paying closer
attention to their women guests these days with special stress-reduction
and fitness amenities, and Loews Hotels provide a "Did You
Forget?" Closet that includes items such as: computer accessories,
formalwear accessories, gym gear, cameras, rainy weather gear, briefcases,
calculators, emergency cosmetics, toys and diapers.
Neglect Not the Basics
Now, all the pampering and extra amenities in the world will not
forge enduring relationships with women guests if regular old human-touch
customer service standards aren't improved as well.
What good would it do to have big fluffy bathrobes and extra
nail polish in the closet if the front desk personnel still can't
help but address the male marketing manager with more respect than
he/she gives the woman CEO standing with him at check-in?
If you want to attract and keep the business of women travelers,
then you should tend to their comfort and their feeling of security,
and give them respect along the way.
Whatever the purpose of a journey, whether for a simple business
meeting in Dallas or in order to snap that perfect photo in front
of a temple in Thailand, for many women the "means," or process,
of the trip is almost more important than the "end" result.
http://www.scps.nyu.edu/dyncon/hosp/rese_the_.html
(NYU/Wyndham Study)
http://www.womenontheirway.com
http://www.sixcontinentshotels.com
http://www.hilton.com
http://www.loewshotels.com
Travel may be the last thing on our minds in this week following the
tragedy of so many lives lost in terrorist activity, but giving comfort
and respect to all people during this process of living life is a
worthy way to contribute to the world's healing. Until next
time,
Andrea
P.S. Feel free to write me with your ideas, comments, or questions
at: andrea@reachwomen.com |
