Do Accor group hotels appeal to families?

While the All Saints ‘Day school holidays will begin everywhere in France on October 23, we took an interest in families’ holiday habits and choices. What are their criteria when choosing a hotel? What are the preferred reservation methods? How do they perceive the hotels of the Accor group?

Important criteria when choosing a hotel

Cleanliness is the most important criterion for families (75%) followed by price (72%), location (52%), friendliness of staff (44%).

It is also observed that parents take particular account of online reviews (40% vs. 34% of the national population).

Habits and behaviors of families

29% of parents report that they return – as a rule – to the same places during their holidays (vs. 26% of the national population).

What’s more, 55% of parents say they book most of their leisure trips during school holidays (vs. 29% of the national population).

Booking methods

When booking their leisure stays, 35% of parents say they regularly use online platforms such as Booking[.]com / Hotels[.]com, a significant difference of 2 points compared to the national average (33%).

At the same time, 27% of families book directly with hotels on their websites.

Collection of Accor group hotels

On average, between October 2020 and October 2021, 25% of parents have a positive impression of Mercury, 24% of Ibis and 23% of Novotel. We see a significant drop of 3 points for Ibis compared to the previous year (27%).

  • Mercury – Evolution of the Positive impression since July 2021

During the summer, Mercure hotels experienced a significant drop in terms of Positive Impressions with families: from 27.6% on July 15 to 18.7% on August 29 (-8.9 points). It should be noted that this fluctuation is much greater than that of the national population (minimum of 21.7% and maximum of 25.2%).

Consideration of Accor group hotels

On average, between October 2020 and October 2021, Ibis obtains a 16% Consideration score from families, followed by Mercure at 13% and Novotel at 12%.

  • Ibis – Evolution of the Consideration since July 2021

As with Positive Impression, Consideration fluctuates more strongly with families than with the national population.

There was a peak of Consideration on July 17: 19.1% of parents and 16.4% of the national population.

Methodology :

Profiles : YouGov’s media segmentation and targeting tool, based on daily data collection and weekly updates. With Profiles, you can now understand your targets and audiences, their desires, needs and media consumption habits with a granularity and precision that is unique in the market. More than 100,000 variables available in France.

Population : French adults, parents or guardians of at least one child under 18

Dataset : 10.10.2021

BrandIndex : the real-time & continuous monitoring tool for brands and all the speeches dedicated to them. In France, more than 1,500 brands are assessed on a daily basis via our panel of approximately 660,000 respondents.

Impression : in general, from which brands in the universe [X] do you have a positive impression? (%)

Consideration: if you were to be a customer of brands in the universe [X], which would you consider among those presented below? (%)

Population :

  • French adults parents or guardians of at least one child under 18

N> 150

N> 1000

Period : from 15.10.2020 to 14.10.2021 and from 15.10.2019 to 14.10.2020

Moving average : 4 weeks

We want to give thanks to the author of this post for this incredible web content

Do Accor group hotels appeal to families?

Hank Gilbert