The businesswoman as a hotel guest

May 02, 2024

From a marketing perspective, men and women have different needs, desires, and requirements. Market segmentation by gender has long been used in the clothing and cosmetics industries, hairdressing services, and the magazine market. The hotel industry is just beginning to recognize the importance of this classification, and more and more establishments are striving to tailor their products to meet the needs of women, especially those traveling on business.

In the 1970s, when women accounted for only 1% of all business travel worldwide, hotel managers did not particularly strive to cater to them. Only a few made attempts to attract traveling women to their establishments. Some designated entire floors exclusively for women, although at that time this was often perceived as a form of discrimination and degradation. Others offered special rooms equipped with makeup mirrors, hairdryers, or skirt hangers. Yet others tried to develop special programs for women, incorporating the word "Lady" in their names (e.g., Lady Hilton). However, all these and other efforts were carried out chaotically and proved to be largely ineffective. The true cause of these failures was the lack of a clear understanding of female guests due to limited information. Without knowing the actual motivations and behaviors of the target segment, it is difficult to attract them to a hotel and provide appropriate service.

The situation has changed significantly over the past few years, as it has become clear that the world of business travel is no longer dominated by men. According to the U.S. Travel Data Center, women accounted for as much as 40% of the business travel market in 1995. This was a sufficient reason for many hotels to join the race to capture a portion of this rapidly growing market segment. Numerous studies began to be conducted to understand the needs and requirements of traveling women. The first and very general findings revealed that they do not want to be treated exceptionally or distinguished as a special group of travelers. They desire the same respect, recognition, and level of service given to men. However, women perceive business travel differently from men. According to research by Crowne Plaza, for the vast majority of businesswomen, such trips are a break from the daily professional routine and personal life, whereas men see them as an extension of their daily schedule. The view that women tend to see the positive aspects of business travel is also confirmed by extended studies by New York University and Wyndham Hotels & Resorts. Women have time for themselves, meet new people, and experience new adventures. They often incorporate some leisure time to relax, explore new places, enjoy the scenery, or go shopping.

Various studies also reveal significant differences between men and women business travelers in terms of their expectations from hotels. According to the Opinion Research Corporation, women list responsive service, on-site amenities, and personal safety as the most important factors when choosing a hotel, while men prioritize location and affordability. Additionally, women are less sensitive to price—they are willing to pay more if it enhances their satisfaction and overall experience during their stay.

Safety

The research firm John Portman & Associates agrees that safety is an extremely important priority for businesswomen, with 80% of women highlighting its significance. They pay great attention to features that enhance their in-room security, such as door chains, deadbolt locks, and peepholes. Many women prefer hotels with a single entrance near the reception, well-lit hallways, and monitored parking lots. Hotels themselves have established safety procedures for all guests, not just women: ensuring the room number is communicated discreetly, refusing to disclose guest information to visitors or callers, responding promptly to inappropriate behavior, providing escorts when necessary, and more. Special brochures directed at women are also issued, such as "Tips for Today’s Woman Traveler," which advises women to:

Request rooms near the elevator to avoid long, solitary walks down corridors.
In multi-story hotels, ask for rooms on the third to seventh floors (thieves prefer lower floors, and fire safety equipment may not always be accessible above the seventh floor).
Never open the door without contacting the reception and confirming the visitor's identity.
Hang a "Do Not Disturb" sign on the door and call housekeeping if the room needs cleaning.

The Ramada hotel chain introduced its Travelling Woman Program, under which every employee is to be appropriately trained to respond to issues faced by female guests. This program includes a list of special rights for women, such as the right to a room that meets their safety and comfort needs, the right to a well-located table in the restaurant that ensures their privacy, and the right to refuse a complimentary cocktail (the waiter should not serve a drink ordered by someone else) among others.

In-Room Amenities

Traveling women, like men, appreciate clean, spacious, and well-lit rooms. However, they seek a more homely atmosphere with rooms that feel more welcoming to women, featuring tasteful décor and a lighter color scheme. For example, three rooms in the boutique hotel Le Soleil are designed as “Elle” suites exclusively for women, the Melia Barcelona has adapted 18 rooms to cater to their needs, and the Novotel Atlantis Shanghai has dedicated an entire floor called Club Femme for female guests.

Most studies reveal differences in preferences regarding room amenities depending on gender. According to research conducted by the Best Western hotel chain in the United States, the most important amenities for women include:

24-hour room service
Laundry service and express ironing within an hour
Well-lit desks
Morning newspaper and the option to order breakfast as room service the day before
Shampoo, toiletries, and sewing kits
Better lighting in the bathroom
Makeup mirrors, hairdryers, and ironing boards
Extra electrical outlets for devices (e.g., curling irons)
Wardrobes of adequate size to accommodate business attire
Skirt hangers and full-length mirrors
Plenty of towels and washcloths
A fitness room and sauna open 24 hours a day

Women are much more likely than men to order room service when traveling alone. According to studies by Carlson Wagonlit, room service is partly due to the fear of dining alone in the hotel restaurant and the potential for unwanted attention from other guests. On the other hand, it's also a form of indulgence and a way to "pamper" themselves. After a tiring day of business obligations, women like to relax in their rooms, watching TV or taking a long bath (they definitely prefer bathtubs over showers). A hotel room is a retreat from daily life and a sanctuary of privacy for them. This is why women prefer to meet their business guests in the comfort of the lobby, hotel library, or club café rather than inviting them to their rooms.

Culinary Preferences

Studies show that traveling women are more health-conscious and expect menus that align with their lifestyle. Their culinary preferences tend towards light, easily digestible dishes made from fresh ingredients, carefully prepared with minimal salt and fats. Research by Novotel hotels in Australia and New Zealand reveals that businesswomen frequently choose from hotel menus various types of salads made with fresh fruits and vegetables, soups, meat dishes (from organically fed animals) with lighter sauces, cheeses, and whole-grain bread. When it comes to beverages, they prefer mineral water and, among alcoholic drinks, white wine and gin with tonic.

Traveling women place great importance on the atmosphere of the dining venue, the table setting (elegant tablecloths and dinnerware), and the presentation of the dishes. An essential factor affecting the overall dining experience is the proper behavior of the waitstaff, reflecting their professionalism. To meet these requirements, for example, the Athenaeum Hotel in London conducted regular training campaigns for its waitstaff. They were taught, among other things, never to assume that the man is always the host at a meal. If the reservation is made in a woman's name, the bill should be presented to her. If the staff is unsure, the bill should be placed centrally on the table. It should never be assumed that a man and woman dining together are a couple; each person should be treated individually and with appropriate respect.

Hotel Solutions

Hotel managers are currently dedicating a significant amount of time, effort, and money to satisfy this highly demanding market segment. One of the first hotel chains to focus on women business travelers was Wyndham Hotels & Resorts. In 1995, Wyndham launched its marketing program Woman on Their Way, which began by encouraging women to share their comments and advice on traveling. The overwhelming response from women led to the creation of the website www.womenbusinesstravelers.com and a corporate division with a $1.5 million budget. In a short time, Wyndham became the number one choice for businesswomen travelers, forming an advisory board of female executives, organizing annual contests with prizes, and establishing strategic partnerships with leading women's business organizations (such as the National Association of Women Business Owners, American Business Women’s Association, Business and Professional Women) and health foundations (such as the Breast Cancer Research Foundation). Women participating in the program can enjoy special rates on accommodations, bonus miles with partner airlines, and additional gifts. All these efforts resulted in a 50% increase in this market segment for Wyndham hotels since the program's inception.

Individual hotels are also competing with creative ideas to pamper female guests. The Westin Nagoya Castle offers a special package for women at $106, which includes an overnight stay with breakfast, a welcome drink, a 50% discount on health club use, and the option for a late check-out. At the Como Hotel in Melbourne, women can find a selection of premium oils, shampoos, foot lotions, and bath liquids in their rooms. Hotel Le Soleil equips its women's suites with extra stockings and fruit juices in the minibar, colorful women's magazines, and discount coupons for clothing stores and beauty salons. For an additional fee, guests can hire a personal yoga instructor or a jogging companion for morning runs. The Boutique Hotel Nob Hill Lambourne has introduced a special package for working mothers, which includes a free 15-minute phone call home so the woman can talk to her children, special gifts for each child, and a framed family photograph placed in the room.

Taking it a step further, the Design & Wellness hotel in Zurich has gone as far as opening exclusively for women. It offers all conceivable amenities to meet the needs and whims of traveling businesswomen: stylishly furnished rooms, a bar serving light meals, steam baths, a Finnish sauna, a biosauna, cosmetic treatments and massages, and a relaxation room where guests can unwind after rejuvenating treatments.

Perhaps you've also noticed an increasing number of women visiting your hotel. So, ask yourself - is this the result of conscious efforts to meet the specific needs of women, or is it merely a coincidence? If it's the latter, it's worth taking the first steps to better understand this market segment and appropriately modify your product. Spend more time conversing with your guests - women, inquire about their preferences and expectations regarding the hotel, listen carefully to their comments and opinions. Study the information obtained, compare it with research from other hotels, and draw appropriate conclusions. Discuss them with your entire staff to find solutions that can be implemented in your hotel. You'll see that even the conversation stage alone will bring tangible benefits. Women will have a positive impression, recognizing your interest in their needs, and feeling that they are valued customers of your hotel.

Many solutions to improve women's satisfaction and experience during their hotel stay do not require particularly large financial investments and can be successfully implemented in smaller hotels. This also applies to hotels with standard rooms and uniform furnishings. It's important to approach each reservation made under a female name very individually and adapt the room accordingly in advance. Women pay more attention to details - replace the reproduction hanging on the wall with a hand-painted picture or artwork and add an extra lamp to improve the room's lighting. Equip the bathroom with a hairdryer (if it's not part of the standard room equipment), a bathrobe, branded soap, and additional toiletries such as cotton pads or nail polish remover. Hang skirt hangers in the wardrobe, and to the minibar selection, add stockings and a wider variety of natural juices. Perhaps you'll surprise her when she finds fresh flowers, fruits, sweets, or a bottle of wine in the room after a tiring journey - along with a thank-you note for her stay and a discount coupon for the fitness club or spa services. Implement appropriate procedures in the hotel and train your staff using proven solutions, especially when it comes to the approach of hotel personnel. Show genuine interest. Women are demanding guests, but if you manage to satisfy them, they will become loyal. You'll quickly discover that they have their own "networks" and will spread positive reviews about your establishment.

Robert Woliński

P.S. Despite the article being written in 2004 (published in the Świat Hoteli magazine 12/2004), it still serves as an interesting material for contemplating the adaptation of hotel products to the needs of traveling women.

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The businesswoman as a hotel guest

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