European business travel research by accor nov 2012

1. FIRST ACCOR
EUROPEAN BUSINESS TRAVELER RESEARCH
Looking for R.E.W.A.R.D
NOVEMBER 2012

2. INTRODUCTION
WHY DID ACCOR CONDUCT THIS FIRST EUROPEAN SURVEY ?
Accor, the world’s leading hotel operator
Our ambition:
To become the global reference in the hotel industry
Our commitment as a leader:
To study the habits of business travelers and anticipate emerging expectations
Our objective:
To highlight trends and reinvent the hospitality business
Launch of the first Accor European Business Traveler Research
First Accor European Business Traveler Research

3. PART I
A GUIDE TO EUROPEAN
BUSINESS TRAVELERS
First Accor European Business Traveler Research

4. THE GERMANS ARE EUROPE’S BUSINESS TRAVEL CHAMPIONS
European Business Travelers declared that they made an average of 16 business trips in the first half 2012, which for most of them was the same number
as in 2011.
With an average of 17 business trips in the first half of 2012, the Germans make the most business trips out of the survey’s sample of European travelers.
Average number of business trips in the first half of 2012
TOTAL AVERAGE 16
13
17
ALLEMAGNE
17
FRANCE
U.K
15
15 13
First Accor European Business Traveler Research

5. MOST EUROPEAN BUSINESS TRIPS ARE MADE WITHIN THE EU
European Business Travelers make most of their trips inside their own country. Only 25% of their trips are made outside their home country and these are mostly
within Europe and to neighboring countries.
For example, the French travel mostly to Germany, the United Kingdom and Italy, while the Germans travel mostly to Austria, Switzerland and France.
British Business Travelers make more international trips, citing the United States as their third most frequent destination.
British travelers were the only ones to list a country outside Europe in their top five business destinations in the first half of 2012.
Average number of trips made: domestic and international
12 4 13 4 12 3 9 4
TOTAL 16 17 15 13 DOMESTIC
INTERNATIONAL
European business travel destination in the first half of 2012 Top 5 European business travel destination
24%
FRANCE GERMANY UK
23%
22% 22% 22%
20%
19% 19%
17% 17%
First Accor European Business Traveler Research

6. INTERNAL MEETING ARE THE MAIN FOR BUSINESS TRAVEL
European businessmen and women travel primarily to attend internal meetings. New communication means (email, Intranet 2.0, visio-conference, etc.) have
therefore not eliminated the need for business trips, including for internal reasons.
European Business Travelers say meetings with clients are their second most common reason for travel. France is the exception with 64% of French business
travelers declaring that they travel to meet clients.
Top 5 common reasons for business travel (first half of 2012)
TOTAL FRANCE GERMANY UK
44% 28%52%50% 38% 33%40%41% 32% 31%41%14% 28% 20%32%30% 24% 26%24%19%
TO ATTEND INTERNAL TO ATTEND EXTERNAL FOR EXTERNAL TO VISIT A TRADE FAIR, TO ATTEND INTERNAL
MEETINGS MEETINGS, TO VISIT SALES OPERATIONS OR ATTEND A BUSINESS TRAINING COURSES
CLIENTS (E.G. PROSPECTING) EVENT
First Accor European Business Traveler Research

7. BUSINESS TRAVELER WORK RATHER THAN RELAX IN THE HOTEL
Business travelers tend to work at the hotel between meetings. 55% of business travelers said they work often or always during their hotel stay and only 8% said
they never work in the hotel.
Breakfast is considered essential by business travelers, regardless of their nationality and a large majority of business travelers still have breakfast at their hotel
(89%).
However, only 28% have dinner there, citing mostly the practical advantages of eating on the premises.
ALWAYS 19%
Do you work in your hotel USUALLY 36%
SOMETIMES 37%
when you are on a business trip ?
NEVER 8%
Do you have breakfast and/or dinner at the hotel when you are on a business trip?
YES : BREAKFAST YES : DINNER NO : NEITHER
89% 28% 9%
89% 41% 7%
92% 17% 8%
82% 31% 13%
TOTAL FRANCE GERMANY UK
First Accor European Business Traveler Research

8. BUSINESS TRAVELER WORK RATHER THAN RELAX IN THE HOTEL
European Business Travelers tend not to use the hotel’s sports facilities when traveling for business. 55% say they never use the fitness room and the French
are even less sporty than the British and Germans with 63% declaring that they never use the hotel fitness room on a business trip.
Do you use the hotel’s fitness room when you are on a business trip?
3% 2% 3% 4% 10% 7% 9% 13% 33% 27% 37% 31% 55% 63% 51% 51%
ALWAYS USUALLY SOMETIMES NEVER
TOTAL FRANCE GERMANY UK
First Accor European Business Traveler Research

9. WHAT KIND OF BUSINESS TRAVELERS ARE YOU ?
Connected and
International
Loyal and
Pragmatic
Eco-minded and
Generous
First Accor European Business Traveler Research

10. PART II
BUSINESS TRAVELER TRENDS
THE R.E.W.A.R.D HOTEL
First Accor European Business Traveler Research

11. RESERVATION: AN OVERWHELMING PREFERENCE FOR ONLINE BOOKING
For business travelers, selecting their hotel is a matter of personal choice. More than two in three European business travelers organize their hotel stays them-
selves and do not delegate this choice.
Three in four business travelers book their hotels online: either directly via the hotel website (43%), or via an online travel agency (33%).
The British are the most digital-savvy with nine out of ten reservations made on the Internet.
European Business Travelers have less direct contact with the hotel, except for the French, where one in four business travelers prefers direct contact with the
hotel when booking (email, telephone).
Who books your accommodation?
I DO ASSISTANT CLIENT / CONTACT
66%
70% 61% 69%
26% 32% 28%
29% 4% 6% 4%
5%
TOTAL
Breakdown by type of booking channel
TOTAL FRANCE GERMANY UK
43% 33% 16%
47% 18% 26%
30% 48% 15%
64% 26% 3%
4% 5% 4% 3% 4% 5% 3% 3%
Online booking on the hotel website Online booking on a travel website Direct contact with hotel Travel agent Call center
First Accor European Business Traveler Research

12. RESERVATION: AN OVERWHELMING PREFERENCE FOR ONLINE BOOKING
Business travelers praise the simplicity of online booking describing it as practical, easy and fast with instant confirmation. They particularly appreciate being able
to check the hotel’s amenities and services, see the rooms and read other customers’ comments.
Top 5 reasons for booking online
ACCESS CAN CHECK HOTEL
PRACTICAL INSTANT CONFIRMATION EASIER TO MANAGE
TO SPECIAL OFFERS SERVICES
61% 53% 48% 48% 42%
58% 53% 40% 44% 36%
58% 51% 50% 49% 46%
71% 55% 53% 49% 42%
First Accor European Business Traveler Research

13. E XPERIENCE : LOCATION AND COMFORT
Not surprisingly, most business travelers want a hotel that is close to their final business destination. For example, 66% of business travelers say hotel location
is of primary importance. The second most common reason for choosing a hotel is the price.
A comfortable bed is the most important service business travelers want from their hotel. 71% consider it the most essential hotel service, followed by quality
bathroom facilities and staff courtesy. Hotels will therefore be differentiated according to the services they offer.
Top 4 hotel selection criteria
74% TOTAL MEN WOMEN
66% 65%
52% 54% 44%
46% 48% 46% 48%
37% 34%
PROXIMITY PRICE FREE WI-FI ALREADY STAYED
Top 5 hotel services
78% TOTAL MEN WOMEN
71% 70%
50% 50% 50%
36% 35% 38% 35% 36% 34%
27% 27% 29%
COMFORTABLE QUALITY STAFF COURTESY FREE WI-FI STAFF PROFESSIONALISM
BED BATHROOM FACILITIES
First Accor European Business Traveler Research

14. WI-FI: FREE WI-FI IS A DETERMINING FACTOR FOR ONE IN TWO TRAVELERS
Free Wi-Fi access is no longer an ancillary service. It has become a determining factor when choosing a hotel. Free Wi-Fi access is the third most important crite-
ria for business travelers when selecting a hotel.
Hotel selection criteria
TOTAL FRANCE GERMANY UK
66% 67% 64% 70% 52% 49% 51% 60% 46% 48% 45% 46% 46% 40% 54% 36% 34% 19% 44% 32%
PROXIMITY PRICE FREE WI-FI ALREADY STAYED TRANSPORT
Top 5 hotel services for European Business Travelers
71% 50% 36% 35% 27%
65% 41% 35% 34% 30%
73% 59% 42% 32% 23%
COMFORTABLE
BED
75% QUALITY BATHROOM
FACILITIES
40% STAFF
COURTESY
23% FREE WI-FI
43% STAFF
PROFESSIONALISM 33%
TOTAL FRANCE GERMANY UK
First Accor European Business Traveler Research

15. ATTENTIVE : BUSINESS TRAVELERS EXPECT PERSONALIZED SERVICES
A personalized service: the European business traveler would like to receive special attention.
When asked what services they would like to have, most travelers choose products and services (newspapers, TV channels) from their home country first.
One in two would also like a special check-in counter for loyalty program members.
European business travelers would also like other personalized services: being able to choose their meals, their rooms, etc. These expectations indicate that
they want to be acknowledged and feel good when staying in a hotel..
Top 4 services they would like
60%
50%
35% 34%
MEDIA FROM MY COUNTRY DEDICATED COUNTER FOR TO BE ABLE TO BOOK PERSONALIZED SERVICE
(E.G. NEWSPAPERS, TV CHANNELS) LOYALTY PROGRAM MEMBERS THE SERVICES ONLINE (E.G. CHOOSING ONE’S ROOM
AND MEALS)
First Accor European Business Traveler Research

16. RESPONSIBLE : SUSTAINABLE DEVELOPMENT, A DIFFERENTIATING FACTOR
Business travelers’ top three sustainable development concerns are: energy, water and waste, closely followed by social issues (local development, health and
child protection).
Business travelers therefore expect hotels to commit to concrete issues and to take action in areas where they can have an immediate impact.
In addition, business travelers say they are prepared to support the hotel’s initiatives in favor of sustainable development (44%). These findings corroborate those
of the PLANET 21 Research survey of hotel guests conducted by IFOP for Accor in 2010 in six countries.
Top 5 sustainable development concerns in hotels
ENERGY SAVING WASTE REDUCTION WATER SAVING LOCAL SOCIO-ECONOMIC HEALTH AND WELL-BEING
DEVELOPMENT
67% 68% 67% 66% 65% 68% 64% 66% 58% 71% 51% 53% 26% 28% 23% 30% 22% 20% 27% 17%
TOTAL FRANCE GERMANY UK
Response to this statement I WOULD LIKE TO TAKE PART IN THE HOTEL’S
SUSTAINABLE DEVELOPMENT INITIATIVES TOTAL 44% 51% 40% 44%
First Accor European Business Traveler Research

17. DIGITAL TECHNOLOGY : INDISPENSABLE FOR BUSINESS TRAVELERS
Communicating on social networks is increasingly popular and one in two business travelers (49%) say they sometimes or often post opinions on the social
networks (Facebook, Twitter, etc.). Once again, British business travelers are more digital-savvy than their European neighbors since 10% say they always post
a comment about their hotel stay on a social network.
On the other hand, 64% of European business travelers prefer direct contact in writing with the hotel if they have a poor experience. The use of applications is
also becoming more common. A current 36% of business travelers have downloaded a hotel booking application. The most frequently used are news, weather
and travel apps.
Do you post opinions about a hotel stay on the social networks?
7% 8% 4% 10% 42% 42% 42% 43% 51% 49% 54% 46%
ALWAYS SOMETIMES NEVER
Top 5 mobile applications used by business travelers
62% 61% 47% 36% 33%
58% 57% 45% 33% 29%
66% 61% 43% 39% 31%
58% 66% 61% 33% 43%
NEWS WEATHER TRAVEL HOTEL BOOKING CALCULATOR/CONVERTOR
First Accor European Business Traveler Research

18. PART III
DO ASIA-PACIFIC BUSINESS TRAVELERS RESEMBLE
THE BUSINESS TRAVELERS OF THE FUTURE?
First Accor European Business Traveler Research

19. MORE DIGITAL-SAVVY
Asia-Pacific Business Travelers make 82% of their bookings online and are therefore more digital-savvy than their European counterparts.
This is very probably a reflection of the growing digitalization of business travel in this region since the Y generation represents a larger share of business
travelers in Asia-Pacific. Off-line booking with a travel agency is now just the fourth most common booking channel used by Asia-Pacific Business Travelers.
Breakdown by booking channel: Europe and Asia-Pacific
ONLINE BOOKING
EUROPE ASIA-PACIFIC
43% 57% 33% 25% 16% 10% 4% 5% 4% 2%
ONLINE BOOKING ONLINE BOOKING DIRECT CONTACT BOOKING THROUGH BOOKING THOUGH
VIA HOTEL WEBSITE VIA TRAVEL WEBSITE WITH HOTEL A TRAVEL AGENT A CALL CENTER
First Accor European Business Traveler Research

20. MORE DIGITAL-SAVVY
Asia-Pacific business travelers consider free Wi-Fi access more important than price when choosing a hotel (competitive price deemed important by 52% of
Europeans compared with 46% of Asia-Pacific business travelers).
Asia-Pacific business travelers also use the social networks more regularly and more actively than their European counterparts. For example, 66% of Asia-Pacific
business travelers have already posted comments about their hotel stays, and 10% always post a comment compared with 49% and 7% of their European
counterparts respectively.
Top 4 hotel selection criteria
66% EUROPE ASIA-PACIFIC
52% 53%
46% 46% 49% 46% 42%
FREE ALREADY FREE LOYALTY
PROXIMITY PRICE PROXIMITY PRICE
WI-FI STAYED WI-FI PROGRAM
Do you post comments about a hotel stay on a social network?
EUROPE ASIA-PACIFIC
7% 10% 42% 46% 51% 44%
ALWAYS SOMETIMES NEVER
First Accor European Business Traveler Research

21. THE HOTEL SERVICES BUSINESS TRAVELERS USE MOST
Asia-Pacific business travelers are both more numerous and more regular than their European counterparts when it comes to using hotel sports facilities. 61% use
sports facilities, compared with 46% of Europeans. Whereas 23% of Asia-pacific business travelers always or usually use sports facilities, only 13% of Europeans
do so with the same frequency.
Otherwise, a similar proportion of Asia-Pacific and European business travelers have breakfast in their hotel (89% of Europeans compared with 84% of Asia-Pacific
business travelers).
Do you use the hotel sports facilities when on a business trip?
3% 10% 10% 13% 33% 38% 55% 39%
ALWAYS USUALLY SOMETIMES NEVER
EUROPE ASIA-PACIFIC
Do you have breakfast and/or dinner at the hotel when on a business trip?
YES : BREAKFAST YES : DINNER NO : NEITHER
89% 28% 9%
84% 30% 11%
EUROPE ASIA-PACIFIC
First Accor European Business Traveler Research

22. THE SERVICES AND PRODUCTS BUSINESS TRAVELERS WOULD LIKE MOST
Asia-Pacific business travelers are even more keen than their European counterparts on personalized services such as choosing their meal or room (34% of
Europeans compared with 44% of Asia-Pacific travelers).
Otherwise, they show similar interest in having a special counter for loyalty program members (62% compared with 50% of their European counterparts) or in
having products from their home country (60% of Europeans compared with 52% of Asia-Pacific travelers).
Top 4 services they would like
60% 62% EUROPE ASIA-PACIFIC
52% 50%
44%
41%
35% 34%
MEDIA FROM MY COUNTRY DEDICATED COUNTER FOR TO BE ABLE TO BOOK PERSONALIZED SERVICE
(E.G. NEWSPAPERS, TV CHANNELS) LOYALTY PROGRAM MEMBERS THE SERVICES ONLINE (E.G. CHOOSING ONE’S ROOM
AND MEALS)
First Accor European Business Traveler Research

23. METHODOLOGY
Accor commissioned ORC International to conduct the “Accor Business Traveler Survey 2012” online.
A total of 618 people from France, Germany and the United Kingdom responded to the survey, which was
carried out in July 2012. The sample of responders consisted of Le Club Accorhotels loyalty program mem-
bers, on travelers who frequently move to business travels.
Respondants have been selected because they had traveled on business at least once in the first half of
2012.
First Accor European Business Traveler Research