Room rental by the day is getting further and further away from its 5 to 7 image and opening up to new clientele. Having inspired the creation of new online players, it is currently practiced by most hoteliers, as results of a survey by Hospitality ON, with Olakala show.
"The hotel industry has evolved and is now more more focused on the notion of living space, rather than a room for simply sleeping," declared Stephane Branque, founder of the rental platform for hotel spaces by the day at Roomforday, during the last edition of the Global Lodging Forum. In fact, booking a room for a few hours is a widespread practice in the hotel industry, as shown by the results of a survey realized by Hospitality ON, with Olakala. 65% of hoteliers interviewed affirm they offer their rooms by the day, at least on occassion.
Primary customer targets by room rental by the day
While demand does not change very significantly for 62% of participants in the survey, the profile of clients interested in the formula are changing. Traditionally, couples are in the lead of the clientele-mix, but today are followed closely by businessmen and local residents who wish to benefit from services from a neighboring hotel. Next follow customers in transit, particularly in airports, and people working in the music industry, cinéma, photography and fashion. One observation confirmed by Iscliff Lebée, Development director for the reservation platform Dayuse for hotels by the day: "At Dayuse, we target couples, businessmen, people in in transit, but also the fashion and music industry who may find such an offer useful," he declared during the Global Lodging Forum 2015. Other, more minor, customer profiles have also been cited by those responding to the survey, such as athletes and train and bus drivers.
What does room rental by the day represent in terms of additional turnover for your property?
In terms of economic windfall, room rental by the day can be a bit more for the profitability of the hotel. more than half of all hoteliers surveyed estimate additional turnove for the year to be between 1% and 5%. Inversely, this figure only excedes 1% of turnover for 32% of them, while they surpass 5% for only 10% of respondents. Cumulated with the reservation of other hotel spaces for a few hours, such as spa or meeting rooms, the practice can nonetheless be quite profitable. "In terms of return for hoteliers, we are able to bring 15% more in terms of additional turnover," explained Iscliff Lebée of Dayuse.
For specialized plateformsworking with hoteliers to sell their rooms by the day, it is important to free ourselves of the image of five to seven that the practice may suffer from and make efforts communication efforts in this direction. Nonetheless, this impacts on reputation anre not necessarily so disturbing: most of the hoteliers interviewed by Hospitality ON (69%) estimate that room rentals by the day do not hurt the image of their property, undoubtedly because they successfully manager to make this practice invisible to their traditional clientele. Discretely but surely, daily rentals thus appear to have become customary in the ways of professional hoteliers.
Hoteliers open their doors to their surroundings
Register for free access to the rest of this article
Register for an account to access exclusive content