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6.3 Hotel pattern 
More than 40% of guests choose three star hotels for staying. The second popular choice is four 
star hotels or budget hotels/hostels. Due to the high price, 17% of people choose five star hotels. 
Two other alternatives accounts for only few per cent.  
In all over the world, except in budget hotels/hostels, majority of guest of other hotel pattern are 
men. 
 
Figure 15: Hotel pattern 
 
 
Hotel pattern in Europe and Asia 
The male Asian often chooses three star hotels while the female Asian prefers the budget 
hotels/hostels. Differently, male European wants to stay in four star hotels most and female 
European like staying in three star hotels. One-star hotels are chosen least in both continents, 
for both men and women. 

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Figure 16: Hotel pattern in Europe and Asia 
6.4 Hotel selection/promotion 
 
Sources of choice 
91% of people search internet to find the hotels, 29% and 26% of them find out the hotels 
they want to book from word of mouth or travel agencies correctively. Radio and television 
are almost not useful promotion channels. 17% men and 12% women read newspapers to 
discover the information about hotels. 
 
Figure 17: Sources of choice 

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Sources of choice in Europe and Asia 
100% female Asian finds out the hotels from internet; while to female European, it is 91%. 
None of them use television or radio to search hotels’ information. The second choice for 
male European and Asian guests is word of mouth while to European women, it is the word 
of mouth with 41%.  
 
 
Figure 18: Sources of choice in Europe and Asia 
 
Important level of input factors 
Above all, price is the most important factor that 71% of both female and male customers in 
all over the world consider when they book a hotel. Around 50% consider position as very 
important or somewhat important factor to consider. Hotel Rating System in websites as well 
as concrete evidences such as customer review/testimonials and certificates are only the 
somewhat important factors according to approximate 47% of guests. Those percentage only 
change very few when comparing the customers consideration in both Europe and Asia, to 
both male and female. 
 

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Figure 19: Important level of input factors 
 
Preferable offers 
More than 80% of both male and female guests prefer discounted price package. The second 
and third preferable offers are hotel staying package and reduced services for a lower rate 
package with 53% and 41% correctively. Reduced services for a lower rate packages are the 
choice of 46% men that is 10% more than female guests’ choice. Both genders have the same 
point of view in choosing “bring a friend for free” package, which accounts for 38%. Deal for 
frequent guest package is the last choice of female with 12% while with male customers, the 
last favorable offer is deal for introducing others, also with 12%. This number suggests that 
women seem to introduce to others about good service than men while men are more loyalty 
with the favorite hotel than women. This suggestion will be checked in the survey about 
customer loyalty below. 
 

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Figure 20: Preferable offers by gender 
The difference between Asia and Europe in preferable offers is quite big, especially in choices of 
hotel staying package and deal for introducing others with approximately 20% gap. Both 
continents like the discounted price package most but the second preferable offer is not the same. 
Hotel staying package is satisfying European guests with 61% while “bring a friend for free” 
package is more attractive to Asian guests with 45%. The graph shows that two packages 
including “bring a friend for free” or “deal for introducing others” are more favorable in Asia 
than Europe, which seems to coincide with the comment in chapter 4: “The person in the 
individualist society is more apt to seek control over her or his own fate while in the collectivist 
cultures everyone are expected to look after each other”. 

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Figure 21: Preferable offers in Europe and Asia 
6.5 Hotel services and customer expectations 
When being asked about the important level of hotel services, both men and women agree that 
“the atmosphere in the room”, “discipline and the cleanness of hotel staff” and “quality of 
service, food& beverage in restaurant/ bar” are very important factors; the other factors such as 
service completion, “a quick check in/check-out procedure” and “new & modern facilities of the 
room” are only somewhat important. More than 40% of female guests consider room services 
and friendly staff very important while to male guest they are only somewhat important. To “a 
friendly welcome on arrival” factor, 40% of female consider it somewhat important while with 
39% of male guests, it is neutral factor. 
 It is coincident with the comment in chapter 3, women care about others emotion than men, so 
they pay attention to friendly staff, warmly welcome and atmosphere in the room more than men. 
Women also pay attention on “discipline and the cleanness of hotel staff” and “quality of service, 
food& beverage in restaurant/ bar” more than men because to them, they are very essential 
service and need to be done well. On the other hand, about technology, men pay more attention 
than women. 56% men want “new & modern facilities of the room” while with women, it is 
44%. 

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