New holiday-focused research shows that 62 per cent of UK hoteliers mainly prioritise making sure things are efficient and smooth where traveller booking is concerned.
The research, which questioned hoteliers about what they did at different stages of travellers' holiday journey in order to relate to the people staying with them, also showed just 12 per cent prioritise giving customers local information when they first book.
The results were unveiled in new TripAdvisor TripBarometer research, by Ipsos. It's been concluded from this research the hoteliers in this part of the world are failing to fully exploit the opportunity to boost holidaymakers' feeling of excitement when they first book.
According to TripBarometer: Psychology of Travel, just 12 per cent of UK hoteliers prioritise making guests feel like they've already started their holiday when they book.
This is despite the fact that most of an international sample of travellers (54 per cent) say the main emotion they feel when they book is excitement.
Meanwhile, 65 per cent of UK hoteliers encourage customers to produce reviews for the internet and make recommendations to people they know.
And it was found that the hoteliers whose customer return rate is above 50 per cent showed more likelihood of making it a priority to start building a lasting relationship as a customer's stay approached.
“The results of the TripBarometer highlight that hoteliers can stand out from the competition by providing unique and enriching experiences. And while it's no surprise that travellers tend to be excited when they book and prepare for a trip, hoteliers are missing an opportunity to capitalise on that excitement and begin building a lasting relationship with their guests," commented TripAdvisor for business president, Marc Charron.
"Only a minority of hotels are currently making this a priority, but those who do also tend to receive more repeat guests,” he added.
Meanwhile, among hoteliers internationally, 86 per cent said they wanted to give guests a sense of harmony after a stay with them, but this is not one of the main things travellers are motivated by when they holiday, the research suggests.
Berkeley Scott is a leading London hotel recruitment agency.