Thistle Hotels' Euston venue now has a 'Choose Your Own Room' option, which the brand is calling a global first.
The brand's own research has discovered that close to half of Brits staying at hotels had asked for their room to be changed.
The same set of stats also demonstrated that two fifths feel anxiety about their room in the run up to arrival. Meanwhile, almost 90 per cent would pick a room for themselves, if possible.
The internet-based Choose Your Own Room option features a 360 degrees virtual tour and lets people see images of their room before they arrive, including the view it offers.
The feature was developed alongside McCormack & Morrison, a digital marketing company.
"We know Brits hate to complain, so concerns about causing a fuss if we don’t like the room we’re allocated really can spoil a stay for many," commented Thistle Hotels chief operating officer, David Grosfils.
"Guests often opt to stay in the same bedroom if they’ve stayed with us before, so we’re simply putting them in control by inviting guests who book direct on thistle.com to use the ‘Choose Your Own Room’ service."
He explained that the brand plans to roll out this initiative to every one of its UK hotels.
Another finding from its research, which was conducted by OnePoll, was that close to one in three business travellers have asked check-in staff if they could be accommodated in a different room to colleagues.
Thistle Hotels is a part of hotel company glh, which covers 8,279 UK guest rooms in 36 hotels, including more than 4,000 rooms in London.
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