A segment of the business and leisure traveler that had been ignored for far too long is the solo female traveler. Going back to the stone ages, most hotels only worried about catering to men. Most business travelers were men and the man provided the income that paid for the bills. As long as the man was happy, everyone was happy.
Obviously, that mindset has changed significantly. We are no longer in the 1950s and women are now more important than ever to the hospitality industry. In today’s household, the woman is far more often the decision maker when it comes to booking travel, including what hotel the family will stay at. However, there are two more demographics that demand today’s hoteliers make their properties female-friendly: the solo female vacationer and the solo female business traveler.
By the Numbers
Take a quick glance at the numbers and it will give anyone a quick wakeup call that changes are needed, if this has not already happened in your hotel. Forbes estimates that more than half of all business travelers are now women. Some studies have that number at more around 40 percent. Either way, it is a significant percentage of the demographic.
The numbers for leisure travelers regardless of source is right about even, with there being just as many female leisure travelers as there are men. Additionally, it is estimated that roughly 85 percent of the household purchasing decisions are made by the woman of the house. It does take an Ivy League education to see where I am going here. Your property MUST be appealing to women if it is going to be successful in today’s market.
Becoming Female-Friendly
For the most part, men don’t care. If there is a TV, a bar, and room service, we are good to go. It just is not that simple with a woman. The little things mean a lot and they notice when they are not there. Furthermore, things like security are extremely important, especially to a woman that is arriving late during low traffic times. Taking all of that into consideration, here are a few ideas to make your hotel more appealing to female travelers:
- Security – as briefly mentioned, security is going to be of the utmost importance. This means a parking lot that is well lit, a 24-hour manned front desk, 24-hour monitored switchboard, double-lock doors, and room alarms.
- Late-night airport service – there is nothing more intimidating for a man or woman than arriving in a strange city late at night and heading to a strange part of town to a strange hotel. By offering late-night airport service, you eliminate virtually every worry the guest has from the airport to the hotel.
- Room amenities – most properties will offer the necessities but don’t be afraid to kick it up a notch if you want to draw in the female traveler. This means high-quality shampoo and conditioner, a quality and working hair dryer, shower gels, moisturizers, etc. There should be plenty of hangars and towels in the room. Consider adding robes and slippers to the room for comfort. It is all about pampering and luxury to make a woman feel special and appreciated rather than just another room rate in the bank.
- Keep “extras” available – think of things that could possibly be forgotten that will make a trip miserable if it happens. Keep a supply of things like hair curlers, curling irons, nail polish, and nail polish remover in house. While you don’t need to keep these types of amenities in every room, make sure they know they are available if they need them when they check in.
- Exercise equipment – if you have a full fitness room in the hotel, great, just keep it stocked. If not, consider keeping yoga mats, exercise balls, and weights behind the front desk. Health is a premium with every guest these days, so if you don’t have a fitness room, having these supplies available will be a huge asset for the property. Furthermore, some people just prefer to work out in their room, and we need to make sure they are comfortable when they are doing it.
- Keep staff informed – a solo traveler is no doubt going to rely on the staff at some point for directions, be it to a restaurant or nightlife or some other form of entertainment. The staff needs to not only be well-versed in the local scene but also knowledgeable in areas that are going to be better suited to a woman out on her own.
- Details matter – your staff needs to be detail-oriented in everything they do. This goes to the room set up as well as giving directions. You can generally get away with telling a man, “I think it is around the Sunoco about five miles down the road.” You tell a woman that, and she will have your head if you sent her the wrong way.
The bottom line here is that you need to set your property above the competition when it comes to luring in the solo female traveler. She gets normal at home, so we want to “wow” her when she walks through our doors. Everyone loves to be pampered (even men, though we will never admit it) and feel secure, so keep that in mind. And remember, just because the “standards” manual doesn’t call for a specific amenity, that does not mean you cannot have it in your hotel. That is the minimum, and women deserve the best we have to offer.
Is your hotel properly marketing itself to this niche of traveler? Do you think your managers can do a better job? If you are ready to find the best possible fit for your property or hotel organization, give Joseph David International a call. We are ranked as the #1 Hotel Recruiters because we take the time to find the ideal fit for your specific needs. For more information about our hospitality recruiting services, please click here.