Chinese travelers’ preferences for hotel amenities

Abstract

Purpose - This research aims to investigate how Chinese leisure travelers value hotel amenities when they book hotel rooms in Hong Kong. Design/methodology/approach - The research method was based on a conjoint analysis approach. Conjoint models were developed to determine how people make decisions and what they really value in products or services. Findings - Price had the highest average importance value, followed by airport/local area shuttles, wireless internet, breakfast and quality of coffee/tea. Price, airport/local area shuttles and wireless internet were rated as being relatively more important than breakfast and quality of coffee/tea. Research limitations/implications - This research has some limitations in terms of the generalizability of its findings to all hotels and travelers. First, only four hotel amenities were considered. Second, the research focused on Chinese leisure travelers staying in hotels in Hong Kong. Finally, the sample only consisted of leisure travelers. Practical implications - This research shows that providing complimentary breakfast and free access to quality coffee/tea when a hotel already provides a shuttle service and free wireless internet does not add much value to the overall hotel product from the customer’s point of view. Moreover, it provides insights into how hotel professionals can customize and select the amenities they provide to impress their customers. Originality/value - This research has significant implications for hotel managers’ efforts to formulate and implement strategies or tactics in their daily operations or long-term plans through the selection of hotel amenities.