Home Away from Home: Insights into Holiday Accommodation Preferences

Introduction: Decoding Holiday Accommodation Preferences

Choosing the perfect holiday accommodation can make or break a travel experience. From location to cleanliness, travellers prioritise various factors when deciding where to stay. As the hospitality industry evolves to meet consumer demands, understanding these preferences is more important than ever. Insights from YouGov Profiles shed light on the key considerations that influence South African travellers’ choices, offering a data-driven perspective on what matters most.

Cleanliness: A Top Priority for South Africans

According to YouGov Profiles, 74% of South Africans consider cleanliness the most important factor when selecting accommodation. Post-pandemic, the emphasis on hygiene and sanitation has only intensified. Guests now look for visible signs of cleanliness, such as daily housekeeping, sanitisation stations, and certifications that demonstrate adherence to safety protocols.

For accommodations, maintaining high cleanliness standards is no longer optional. Promoting these efforts in marketing materials—whether through guest testimonials or certifications—can reassure potential guests and encourage bookings.

The Importance of Friendly Staff

Friendly and welcoming staff are critical to a positive guest experience, with 63% of travellers identifying this as a key factor in their accommodation choices, according to YouGov Profiles. Warm and attentive service not only creates a memorable stay but also fosters loyalty among guests who are likely to return.

Investing in staff training programmes and incentivising excellent service can make a significant difference. Simple gestures, such as personalised greetings or quick responses to guest requests, leave lasting impressions and enhance the overall experience.

Location, Location, Location

YouGov Profiles reveals that a convenient location ranks high on travellers’ lists, with 62% of respondents citing proximity to attractions or city centres as a major factor in their decision-making. Whether it’s being close to landmarks, dining spots, or transportation hubs, location can significantly influence a guest’s satisfaction.

Accommodation in prime locations should emphasise their proximity to popular attractions in their marketing. For properties in less central areas, highlighting unique local experiences or offering shuttle services can help attract guests seeking convenience.

Make the Difference

The availability of facilities such as Wi-Fi, gyms, pools, and conference spaces influences the choices of 56% of travellers, according to YouGov Profiles. These amenities enhance the guest experience, whether the stay is for leisure or business purposes.

Accommodation offerings can stand out by not only providing standard facilities but also offering upgrades like eco-friendly amenities, co-working spaces, or family-friendly areas. Highlighting these features in advertising and booking platforms can appeal to a broader audience.

Price: Balancing Cost and Value

Price is a deciding factor for 52% of travellers, according to YouGov Profiles. Guests seek a balance between affordability and value, often weighing what is included in the price against their budget.

Offering competitive pricing, bundled services, or loyalty rewards can attract cost-conscious travellers. Clearly communicating the value of inclusions like breakfast, free parking, or high-speed Wi-Fi can help justify higher price points.

Leisure Activities Nearby: Enhancing the Stay

Proximity to leisure activities is a consideration for 47% of travelers, YouGov Profiles reveals. Whether it’s hiking trails, cultural landmarks, or nightlife, having accessible activities nearby can enhance the guest experience.

Accommodations can partner with local businesses to promote these activities, offering packages or discounts that highlight nearby attractions. Including recommendations in welcome materials or apps can also add value to a guest’s stay.

Accessibility Matters: Being Easy to Reac

Ease of access matters to 51% of travellers, who value accommodations close to airports, train stations, or main roads (YouGov Profiles). Accessibility is especially important for international guests or those travelling with families.

Properties can cater to this need by offering clear directions, transportation services, or partnerships with local transit providers. Ensuring accessibility is also about catering to guests with mobility challenges, making accommodations more inclusive and welcoming.

The Role of Ratings and Reviewss

According to YouGov Profiles, for 49% of travelers, star ratings are important, while 42% rely on online reviews to guide their decisions. In a world where digital research is a key part of the booking process, maintaining a strong online presence is essential.

Encouraging satisfied guests to leave positive reviews and responding to feedback—both positive and negative—can help build trust with potential guests. A high star rating, combined with authentic guest testimonials, reinforces credibility and can sway decision-making.

Brand Loyalty in Accommodation Choices

While only 25% of travellers prioritise staying with a trusted chain or brand, this segment highlights the importance of consistency and familiarity, according to YouGov Profiles. Established brands benefit from a reliable reputation, often attracting loyal customers who appreciate standardised quality and service.

For independent accommodations, the key to competing lies in emphasising unique experiences, personalised service, or eco-conscious initiatives. Highlighting these differentiators can appeal to travellers seeking something distinctive.

Conclusion: What Travelers Really Want

When choosing holiday accommodation, South African travellers prioritise a mix of cleanliness, location, friendly service, and value for money. These insights from YouGov Profiles provide a roadmap for the hospitality industry to better meet consumer expectations.

By investing in hygiene, training staff, enhancing facilities, and building strong online reputations, accommodations can position themselves as the ideal “home away from home.” Understanding and addressing these consumer preferences is key to staying competitive in the evolving hospitality landscape.

Methodology:

Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.

Dataset: 2024-12-01

Nationally representative sample of South African adults with access to the internet, aged 18+

n ~ 5164