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Figure 26: Facilities for family 
Like other sectors, most of the service for the family is preferred by Asian more than European, 
especially to the need of microwave with 34% gap. To other services including free kid meal up 
to age 12, baby- sitting service, refrigerator and iron, the gap is around 20%. 
 

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Figure 27: Facilities for family in Europe and Asia 
6.7 Customer expectation of specific gender 
 
47% of female and 19% of male when being asked, they prefer have a package for their specific 
gender.  
According to around 50% of women in Europe and Asia, a package for women should include 
the shopping package, one “passport” to beauty salon/spa, king-size bed and make-up kit. 
Almost idea about the package is not very different between Asian and Europe, except “the room 
for only girls” factor. To 56% Asian, they want this idea but with female European, it is not 
important and only 9% of them like it. 

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Figure 28: A package for women 
Men have different idea about what should include in their package. 73% and 55% of European 
men like king-size bed and one “passport” for goal/ dinning/ discotheque correlatively while 
only 44% of Asian men like them. Room only for men and wine/ champagne are preferred by 
Asian male guests 20% more than European ones. Oppositely, 37% European men want a 
“passport for spa” while only 7% Asian men are eager with this idea. 

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Figure 29: A package for men 
6.8 Customer satisfaction in service failure 
Both men and women face with some problems on hotel services. The most popular one is 
cleaning service which accounts for 65% to European and 58% to Asian. There are big 
differences about number of problems related to emotional expression of hotel staff, room 
facilities and responsiveness of hotel staff of Asian and European. 55%, 58% and 43% of Asian 
correlatively face with emotional expression of hotel staff, room facilities and responsiveness of 
hotel staff while those numbers are only 20%, 34% and 27% to the European. Around 10% of 
both continents have no problem with any hotel services. According to the survey, the disable 
people also face to the accessibility issues because only minority hotels in the world pay 
attention on it.  

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Figure 30: Popular service problems in Europe and Asia 
When problem happened, most of customers receive the effort of hotel staffs and responsibility 
of managers. However, it is different between European and Asian. To European, 57% of them 
perceive the efforts of the hotel staffs in solving the problem while 80% of Asian perceives that. 
And the Asian managers also seem to be more available to solve problem than European ones. 
Around 16% of hotels staffs ignore the problems and 10% of guests are impossible to connect to 
hotel staffs to solve problems. It means around 26% of people having the problem with hotel 
which cannot be solved. 26% is a high percentage and it is not good to a service. Hoteliers 
should improve their staffs’ skill in solving guests’ problems. 

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Figure 31: Perception of guests about solving problem 
Refer to time for responses, 33% of European said that their problem was solved immediately, 
while this ratio is even higher to Asian guests, with 44%. 50% of European and 34% of Asian 
received the responses within 24hours and only 4% of European was responded more than 24 
hours. However, in the bad cases, 13% of guests had to contact to the hotel again to talk about 
their problem and 6% of guests was not responded to their issues. If within 24 hour response 
time is acceptable, the European service provider seems to respond customers faster than Asian 
ones do. 
 
Figure 32: Time for responses 

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With the experiences in the hotels, more details about the services, speed of response to 
problems and availability of the staff are most expected by customers. Female guests seem to be 
more satisfied with the service quality than male ones because in most of the expectation on the 
improvement of the service, percentage of the male guests is higher than the female. It shows 
most clearly in expatiation on the increase of response speed and detailed information about the 
service where male customers account for 55% and 58% while the rates of female customers are 
43% and 41% correlatively. In addition, the disable people suggested that the accessibility 
should be improved to be more continent for them in the use of hotel services. 
 
Figure 33: Customer expectations 
In Europe and Asia, more than 50% customers suggest that hotel service providers should 
improve the speed of response to problems and provide more details about the services. 59% of 
Asian expects the availability of hotel staffs increase, while 33% of European wants it. Except 
“attention of staff when making the relation with guest” and “speed of response to problems of 
hotel services” suggestions, the Asian expect more the improvement of service quality than 
European. In other words, it seems that European is more satisfied with the service quality in the 
hotel industry than Asian.  

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