"We want to help hotels determine which free amenities give them the best chance to boost their hotel's appeal, increase sales, and improve customer satisfaction," said Anil Kaul, CEO of Absolutdata, which provides marketing and customer analytics to hotels.
Kaul characterizes the hotel industry as a "constant war of amenities." Hotels know that free amenities bring in customers, but they also know they're competing against other hotels that offer free amenities, so it's important to offer a set of amenities that customers are most attracted to.
Hotels deal with two scenarios when it comes to attracting customers. "The first scenario is when the customer first begins to seek a hotel. You want to offer a free amenity package that will convince him or her to choose your hotel over many other possibilities," said Kaul. "The second scenario is providing a great customer experience to your guest during his or her stay. Part of this customer satisfaction is achieved by offering the right free amenities. If you do this well, the guest is likely to return."
So, which free amenities are most likely to get customers in the door the first time?