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An ADB White Paper has revealed critical research about what hoteliers and guests deem important in a hotel’s in-room entertainment offerings, specifically relating to the guestroom TV experience. Titled the 2016 In-Room Entertainment (IRE) Preference Study, this report reveals eye-opening conclusions, including the fact that hoteliers consider several IRE services to be more important than guests do.
The three-tier research project was commissioned by ADB and conducted by The Consultancy at Pointer’s Ridge,
“ADB is pleased to present these in-room entertainment metrics,’” said Chris Dinallo, SVP Business TV for ADB. “This is a ground-breaking piece of research that provides direct and actionable intelligence from the two most important constituencies in hotels about what is most important to them in the IRE arena. Specifically, we wanted to learn how closely the hotel TV experience should mirror what guests have at home; whether they prefer to view their own content in the hotel (Bring Your Own Content, BYOC); how guests prefer to watch BYOC (do they connect to the TV and how, or use their own device, BYOD); and what they expect to find in the guest room of tomorrow. We asked similar questions of hoteliers, and then compared the data.
“The findings from this study are very enlightening,” he said.
Two thousand demographically-balanced hotel stayers representing stays at luxury, upscale, midscale and economy tiers were surveyed for this project. The survey instrument was developed on a strong foundation of Hotel Industry Executive Interviews and Consumer Focus Groups, where participants were asked in-depth questions about how they use the hotel in-room TV today, and what they want or foresee in the future of hotel in-room entertainment solutions. Respondents were then asked to rate the appeal of current programming and services and propose new in-room entertainment features.
Here are some of the findings:
Tier 1: The Hotelier Viewpoint
One of the first observations is that hoteliers and guests value IRE services differently. Hotel executives tend to weigh most services more strongly than guests. Hoteliers all rated Interactive Programme Guides (IPG), Searchable IPG, OTT Services (Netflix, Amazon Prime Videos, Hulu, etc.) and Screencasting (the ability to show OTT displays and other services from guests own devices via the TV screen) highly. Hoteliers also see VoD and PPV programming to be of high importance.
Other strong hotelier opinions included:
Tier 2: The Qualitative Guest Viewpoint
A key observation among guests is that the in-room TV experience is important, but not important enough to drive the choice of hotel by itself. While guests also put a high value on IPG (searchable or otherwise), OTT and Screencasting, they do not see it as important as hoteliers. The same holds true for VoD and PPV. On the other side, guests say that hotel and local area information channels are important, while hoteliers see less value. It’s important to note that guests, particularly Millennials, really do want to view their own content on hotel room televisions.
Tier 3: The Quantitative Guest Viewpoint
Guests were very vocal about what they want from an IRE experience. The following are verbatim quotes in response to open-ended questions on the consumer survey:
Researchers learned that age groups prioritise IRE service differently. When compared to older age groups, 73 per cent of Millennials consider TV “Very Important” vs. 54 per cent of older guests.
They also discovered that Millennials assign a higher priority to almost all services compared to the other groups, with Boomers showing a pretty steep drop in preference compared to younger travellers. This insight shows that a hotel built to service the Millennial traveller needs a robust and feature-rich IRE offering.
Finally, “Guest Messaging” revealed itself as an emerging technology. The survey explored guest perceptions about (1) feedback on service requests and (2) the abilityvfor a meeting planner to send targeted messages to their group members only. Survey respondents overwhelmingly said they want to be contacted. The preferred contact medium, especially for Millennials, was the hotel room TV and text message.
When it comes to mobile technology, guests carry an average of 1.71 smartphones and 1.49 laptops in the traveling party. Millennials, however, carry more devices than other age groups, an average of 2.48 smartphones and 2.22 laptops per travel party, pulling up the averages. They carry more tablets, too. When asked “Which, if any, of these devices do you connect to/watch over your hotel room TV?” the surprising finding was that 57.4 per cent of guests are attempting to connect their own devices to the in-room TV (via a cable or streaming device).