Luxury travellers seek holiday enlightenment

A Small Luxury Hotels of the World survey has found 64% of people have significantly different criteria when choosing a hotel for business versus for leisure purposes.


The survey questioned 3,500 members of SLH’s The Club loyalty programme, with the US (40%) the most represented country of residence ahead of the UK/Ireland (26%).

It found that hotels chosen for business tended to be more ‘practical’ and ‘price driven’, while those selected for leisure were more ‘luxurious’ with price ‘much less of an issue’.

Respondents were also asked what kind of experience they sought while travelling, and to rate the importance of cultural activities versus culinary experiences, spa-related activities and outdoor/adventure pursuits. Club members ranked all four as being equally important, but ‘overwhelmingly expressed interest’ in a variety of spa experiences and adventurous activities.

SLH said the survey highlighted guests’ desire to have access to ‘behind the scenes tours, private areas and places only locals might visit or shop’. Some also wanted unique culinary experiences, both in terms of location and cuisine, together with ‘interactive opportunities’ such as cooking lessons.

Overall, 66% of respondents classed experiences on holiday as ‘very important’.

Other survey findings included 86% of respondents said quality was the most important factor when choosing a hotel, ahead of location and price; and that 60% tended to book a room only compared with 21% who booked a package.