Safemark Inroom Safe Desirability Research

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Safemark In-room Safe Desirability Research

• Prepared by D.K. Shifflet Associates Ltd.
• August 2004

2
Research Objectives

• Provide insight into the value placed upon
  in-room safes by Comfort Inn, Hampton Inn and
  Holiday Inn guests.
• 2. Determine the extent that in-room safes
  contribute to a guests satisfaction with their
  stay and how much added value an in-room safe
  provides to a guest.
• 3. Identify where in-room safes rank on a
  hierarchical list of similar level hotel
  amenities
• 4. Determine guest in-room safe usage, as well
  as acceptable price points for usage and the
  impact of a warranty offer on safe desirability.

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Methodology Recent Hotel Guests Were Identified
in D.K. Shifflet Associates, DIRECTIONS
Dtabase.

• A four page questionnaire asking for an
  evaluation of specific room amenities (including
  in-room safes), in-room safe usage, and
  safety/security issues was mailed to guests in
  July, 2004
• Amenities tested- in-room safe - hairdryer
• - electronic key card - pay-per-view TV
• - high speed internet - newspaper
• - coffee/tea - mini-bar
• Hotel guests included and the resultant
  respondent samples were
• - Comfort Inn (n166)
• - Hampton Inn (n159)
• - Holiday Inn (n143)
• 50 of all mailed questionnaires were returned
  within two weeks
• 468 respondents met study qualifications

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Was Amenity Available?
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In-Room Safe Available for One In Three
GuestsWhile Over Half Reported Availability of
High Speed Internet.Basic Amenities (key,
coffee, hairdryer) Reported By Most Guests.
Q Was item available when you stayed at hotel?
BaseTotal respondents
Comfort Inn, Hampton Inn, Holiday Inn
6
In-Room Safes More Available At Higher Priced
Hotels (Holiday).High Speed Internet
Availability Higher Among More Business Oriented
Hotels (Hampton).
Q Was item available when you stayed at hotel?
BaseTotal respondents
Comfort Inn, Hampton Inn, Holiday Inn
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Is Amenity Important?
8
In-Room Safe and High Speed Internet Are Equally
Important
Q How important is having item? BaseTotal
respondents
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Do You Expect to have Item in Hotel Room?
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One Third of Guests Expect In-Room Safe in Hotel
Room-Equal to High Speed Internet and
Pay-Per-View Expectations
QDo you expect to have item in hotel room?
BaseTotal respondents
11
How Likely Are You to Use Item?
12
Guests Equally Likely to Use An In-Room Safe and
High Speed Internet.
Q How likely are you to use item? BaseTotal
respondents
13
Do You Feel Hotels Offering this Amenity Care
More About Their Guests?
14
Hotels Offering In-Room Safes Care More About
Guests- Equal to High-Speed Internet and
Electronic Key Cards
QDo you feel hotels offering this amenity care
more about their guests? BaseTotal respondents
15
Rank In Order of Desirability 1Most/8Least
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Similar to the Usage Split Seen Earlier, Amenity
Desirability Splits Into Two Groups High and
Moderate.- In-Room Safe is 1 Is the Moderate
Desirability Group
Q Rank in order of desirability BaseTotal
respondents
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Have You Ever Used An In-Room Safe?
18
Business Guests and Guests with Theft Experience
More Likely to Have Used In-Room Safe.
Q When traveling have you ever used an in-room
safe to secure valuables? BaseTotal respondents
19
Do You Feel the Availability of an In-Room Safe
Increases the Value of Your Hotel Room?
20
Areas of Importance to Travelers
Q Rate the importance of each area of a hotel
room BaseTotal respondents