In-room entertainment study highlights opportunities for hoteliers to increase customer satisfaction

Sky in Hotels

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.


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.”


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 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.

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