| The global recession has changed the hotel industry in | | | | Guests can get much better deals than previously. |
| the UK and other countries in a manner similar to the | | | | Business brand awareness has been converting to |
| impact upon other travel related industries. The brunt | | | | membership in new loyalty programmes. |
| of the recession has settled on the mid-market brands. | | | | The Internet benefits the hotel industry because |
| Business for budget brands such as Holiday Inn | | | | booking rooms is easier. It is a way for brands to |
| Express, Travelodge and Premier Inn has actually | | | | reach out to business guests. Guests use hotel |
| increased. | | | | websites for information about best deals and to book |
| Research indicates a change in holiday plans from long | | | | rooms online. Generic travel websites like Yahoo! |
| stays away from home to shorter stays nearby at | | | | Travel, or are most frequently used by potential |
| budget hotels and holiday camps. Rapid growth is | | | | guests. |
| occurring in the short break market for persons | | | | Hotel loyalty programmes are another method to |
| staying from one to four nights. This rise in room nights | | | | entice guests to book their holidays at all types of |
| over the past few years is not large enough to offset | | | | hotels. Over half of frequent business guests belong to |
| the long stay market losses. | | | | some loyalty programme that offers special benefits |
| Other general economic factors also affect the UK | | | | to customers. Economically strapped travellers want to |
| hotel industry. Bad weather, the credit crunch and a | | | | be rewarded for their loyalty. Many cheap hotel chains |
| decline in jobs work against the industry as holiday | | | | are now offering superior rewards, upgrades and |
| travel is curtailed or eliminated. Business travellers are | | | | extra amenities just to attract entry level customers. |
| switching to budget hotel brands. This trend can be | | | | Maintaining consistent service and quality standards is |
| directly correlated to the timing of the economic | | | | essential to combat economic woes. Excellent service, |
| downturn beginning in 2008. In a positive reaction, the | | | | appropriate location and good value are top priorities |
| budget hotel brands have worked hard to improve | | | | when guests book rooms at luxury or cheap hotels. |
| their offerings to compete with the mid-market brands. | | | | |