Sky Business has announced the results of an independent study pointing to opportunities for hoteliers to drive customer satisfaction by offering high quality and flexible in-room entertainment. It reveals that 65% of guests think a bespoke in-room TV service, with a full range of channels, should be offered. This increased to around 75% amongst business travellers and young adults, who want this kind of tailored in-room system, rather than basic TV services or Freeview.
Key role in customer satisfaction
Alison Dolan, Deputy MD for Sky Business, commented: “In-room entertainment has a key role to play in increasing customer satisfaction, which 74% of hoteliers count amongst their top three KPIs. We’re living in a technology-led world where guests expect television in their hotel rooms that mirrors what they enjoy at home – Sky offers the solution.”
Strong interest from young people
The research, which questioned business travellers, holidaymakers and hotel owners, showed particularly strong interest from young people (18-34 year olds), the generation which forms the future of the hotel industry. The study shows that this group believe that such in-room entertainment is a more important factor when booking a hotel room than breakfast, a gym, location and a restaurant.
Improving the guest experience
“Improving the guest experience across all areas of a hotel is key to improving overall guest satisfaction,” explained Dolan. “The happier a guest is with their stay, and the more it feels like a home-from-home experience for them, the more likely they are to spend additional time there – whether in the bar, restaurant, or using services like the spa or in-room dining. The reality is that the modern traveller expects much greater choice in entertainment as part of their stay and the research that we see today is supported by the comments and reviews on sites such as Twitter and TripAdvisor.”
The in-room hotel study was conducted by TNS, one of the world’s leading independent research companies. The combined survey consisted of phone interviews spanning 1000 consumers and 100 hotel owners from across Great Britain.
TripAdvisor and Twitter comments demonstrating the appeal of Sky in hotel rooms are available on request
Home-from-home Sky experience
Sky In-Room delivers award-winning TV to guests to create a home-from-home Sky experience. It operates like an in-home Sky service – a Sky box is fitted into the hotel room to give guests full control over what they watch across a wide choice of HD channels including sports, movies and entertainment. Hotels can choose between a range of channel packs for Sky In-Room, with access to more than 300 channels via digital satellite. This provides hotels with the flexibility to offer Sky’s full range of content, including six dedicated Sky Sports channels, a range of award-winning entertainment, news and music channels, or to tailor it.
About Sky Business
Sky Business is the business-to-business division of Sky, the UK and Ireland’s leading entertainment and communications company. Sky Business provides commercial customers in the UK and Ireland with comprehensive multichannel television services across a wide variety of businesses. These include pubs, sports clubs, bookmakers, hotels, offices, gyms, shops, care homes, golf clubs and oil rigs.
Sky Business has led the way in delivering innovation to commercial customers. This has included the introduction of high-definition (HD) television and the launch of Europe’s first 3DTV channel, Sky 3D, in January 2010 before it was available to residential customers. Sky’s free WiFi service, powered by The Cloud, followed in July 2011 and now allows 11,000 licensed outlets to offer free WiFi – helping to attract valuable customer footfall and create an enhanced customer experience. The Cloud also has exclusive commercial partnerships with retail, leisure, hotels, sports, transport and entertainment customers.
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