Statistical Analysis
This chapter presents the responses of the respondents based on the questionnaire distributed. There were two hotels from where the information were gathered, all of which contributed to the conclusion-formulation for this study; the hotels are Holiday Inn and Novotel, both found in Birmingham City. These are presented in graph forms and pie charts for better and quicker analysis of the data as based on the findings of the researchers and also based on the sentiments of the respondents. The readers should also note that the data are provided with both the hotels in mind for easier comparison of the data.
The characteristics of the respondents are as follows; this shows the various backgrounds that are believed to have also factored the choices that the respondents have had on the membership on the loyalty programmes of the hotels.
Characteristics of the Respondents
It can be seen that the respondents are mostly male in both cases of the Holiday Inn and the Novotel, yet they are present in almost equal numbers in both respects (Figure 1). It was also shown that the respondents’ primary income are around 40,000 to 50,000 and thus shows that they are also able to afford the time to go through the hotel procedures (Figure 2) although many may have chosen not to do so (Figure 3).
Figure 1
Figure 2
Figure 3
The following information, meanwhile, also shows the different loyalty club methods of the following hotels. In the Holiday Inn, the highest membership is at the Platinum while in Novotel there are various degrees including the Corporate Payment Card. It can be shown that there are more people in both accounts that they do not have their loyalty membership cards, yet there are several other options in which the people may get these loyalty memberships. It can be seen that the higher the loyalty memberships are, there are less people who are availing of them, showing that these are not the primary concern of the respondents (Figures 4 and 5).
Figure 4
Figure 5
Responses
The respondents have allowed some analysis of their information and thus have allowed for the questionnaires to be answered. The findings have shown the comparison of both the Holiday Inn and the Novotel Hotel and how they have different ideas on the frequency and the loyalty of the people. It was shown in Figure 6 that the respondents are more prone to visit the Holiday Inn for the first time and also continue to visit it over the years (thus showing their loyalty) while in the Novotel, there are still some people who classify that they also sometimes visit the hotel, also indicating some loyalty although not as much.
Figure 6
Meanwhile, Figure 7 also shows the primary reason for the visit, and it can be seen that the Holiday Inn also shows that there are more people visiting due to leisure and those who have business in the area; while for Novotel there are more people who visit the area due to a meeting and conference that is very likely being held in the same hotel.
Figure 7
The following figures show the preferred methods of promotion that the people have, and it is surprising that while the PR marketing and TV advertising are both in almost equal terms, the benefits that they are receiving are one of the most marketing method, while the word of mouth method is also one of the most higher preferred. This also indicates that despite technological marketing method, the effective method of promoting is still with the consideration of the heard benefits that the people have had is through the perspectives and the opinions of others, thus also helping them with the decisions that they may make on where they will be able to receive comforts (Figure 8). However, it is also shown that there are more people who have no membership in the hotels, as is shown in Figure 9, showing that while promotions may be well and good, these do not necessarily mean that the respondents will immediately bite the programmes and that there are still other factors that need to be considered when these are being given to them. It is also shown that the membership in Novotel is higher, but may also be due to—as was seen in the previous graphs—due to the number of level methods in which the loyalty of their memberships can be given. The accessibility of the benefits are also contributive to the membership of the respondents to a particular programme; the access that they can get on the reservation within the hotels are part of the main reasons for the respondents’ possible reason for gaining a loyalty card and also in observing their benefits as can be shown in Figure 10.
Figure 8
Figure 9
Figure 10
Figures 11 and 12 also echo the sentiments of Figure 10 with regards to the possible reasons for the respondents to avail of the membership loyalty programme in which they are able to gain the benefits and thus also double the services that they are entitled to in case they have to stay in the hotel once more. The satisfaction that they may receive in tune with the loyalty-club membership are part of the higher reasons in which they may choose to be part of the programme and also avail of the benefits; the specific benefits of the satisfaction that they may receive and the speed in which they are able to avail of the benefits are indeed parts of the reasons that they may wish to avail of them.
Meanwhile, the next figures 13 also show that they are more likely to be part of the membership and the loyalty club can be due to the membership with the loyalty yet there may also be other factors. Figure 14 shows, however, that there is very little opinion concerning the availing of the membership and that the respondents may either take or turn away the membership, thus also showing the possible lack of commitments that the respondents may have with regards to the continuous use of their hotel and also to lessen their requirement on the particular hotel. This makes sense as there may be other areas where the particular hotels are not present and thus shows that there is still some caution regarding the availability of the hotels, and also the possible requirements that there may be the need for branches and other places that the hotel may have to build in.
Figure 11
Figure 12
Figure 13
Figure 14
Interview Responses
With regards to the open-ended questions where the respondents were asked of their loyalty ties to the hotel, many have responded that they have received their own memberships especially if they believe that they are to stay in the area. There were also several methods in which the respondents believe they will be able to gain more benefits with the frequent stay, which is to say the points that they receive and thus they are able to avail of several things as based on the hotel as well. At the same time, the branches of the hotels in other areas that the people are working, there is an advantage in having the same benefits with only some minor differences and having the traveler know the benefits that they may receive wherever. These are generally noticed to be applicable especially to the business people who are within the area mostly due to the conferences or due to business, which also shows that they are more likely to travel rather than stay in an area due to leisure, although that may also be a factor.
Credit:ivythesis.typepad.com
0 comments:
Post a Comment