Knightsbridge Explores Holiday Decisions

Robert Walton, Sales and Marketing Director at Knightsbridge Furniture, has spoken with Design Insider about their new report into hotels and hospitality. This study looked at what people research when looking for a holiday destination.

Please could you introduce yourself?

Robert Walton, Sales & Marketing Director at Knightsbridge Furniture for 15 months having spent the previous 15 years as Commercial Director at a Contract upholstery fabric company.

What was the catalyst for commissioning this research?

Technology has moved and continues to move on at such a pace but it’s very hard to determine how much it really influences the decision making processes of Millenials and whether there are other factors that they consider when making choices.

As a UK manufacturer of Chairs, Sofas and Tables to the Hospitality sector we wanted to try to understand what influenced this generation most when they were selecting a hotel and whether they were at all interested in the “Look & Feel” of the property rather than just the facilities they offered.

What does your research cover?

We surveyed 1000 18-34-year-olds: we looked at the methods used to find and evaluate a holiday  / hotel destination including Social media platforms; the influences behind these decisions such as shared images, the latest technology, facilities, food, interior design, individuality of the property; reasons to return to a destination; and limitations of a destination that would defer a booking.

What were the key outcomes from your research?

The research revealed that an overwhelming 87% of respondents cited the interior design as important when booking a hotel, with 81% identifying a ‘cool bar’ as a critical factor in their choice.

The research also highlighted the power of social media as a communication tool, with 76% professing to have shared an image of a hotel (including bar, pool, restaurant, bedroom) that they have stayed in. Furthermore it is a signifier of good taste, with 83% stating that they booked a hotel because they had seen images from someone they follow on social media. 73% check the social media feed of hotel before booking and  1 in 3 would be put off booking altogether if a hotel had no social media presence.

A well thought out design scheme could also be part of the solution for hoteliers wanting to build a loyal following amongst the millennial generation. As whilst 82% of millennials stating a preference for experiencing a new hotel each year, a significant 42% will return for an impressive design.

Website performance was another key area of investment for hotels – more than half of millennials would be put off booking a hotel if the website was difficult to use, 49% would be put off if they couldn’t book instantly online.

What was the most surprising thing you discovered?

40% of male guests want video games consoles at a hotel.

How will this new knowledge be used at Knightsbridge?

Incorporating new technology in to furniture if practically possible. Develop collections that appeal to the Designers that are wanting to create “cool” spaces.

Combining traditional woodworking skills with the latest manufacturing techniques, Knightsbridge’s in-house team of skilled craftsmen, designers and R&D specialists deliver furniture suitable for a number of industries, including hospitality, workplace and healthcare.  You can view their latest ranges on Design Insider.

You can also read the full report here.

Contact Knightsbridge Furniture