REPORT FROM THE U.S.—U.S. inns and bed-and-breakfasts could see a lot of business coming their way during the next year, according to the Ypartnership/Harrison Group 2011 Portrait of American Travelers study.
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| The Rabit Hill Inn in Lower Waterford, Vermont, noticed an uptick in occupancy this year. |
Nearly eight out of 10 leisure travelers (79%) intend to stay at a B&B at some point during the next year, Ypartnership said in its first look at the American B&B sector.
“This augers very well for the growth of this segment of the lodging industry,” Peter Yesawich, Ypartnership’s chairman and CEO, said in an email. By comparison, 13% of American leisure travelers indicated they stayed at a B&B or inn at least once during the past year. The study surveyed 2,539 U.S. households in February 2011.
Leslie Mulcahy, who co-owns the Rabbit Hill Inn in Lower Waterford, Vermont, has noticed an uptick in occupancy this year at her 19-room, 216-year-old property. “We’ve been very blessed,” she said. “2011 has been pretty good for us.”
She credited TripAdvisor with helping drive guests to her B&B. “There have been a lot of new guests; a lot of the younger demographics, younger couples,” Mulcahy said.
B&B amenities
When asked why they sought out B&Bs, respondents to the survey said:
• private, less-crowded (64%);
• better sense of local culture (56%);
• personalized service (54%);
• unique architecture and décor (53%); and
• home-cooked food (52%).
Yesawich said travelers are searching for amenities that traditional hotels and conference centers are unable to provide.
“I really don’t think there is much conventional hotels and resorts can do to ‘re-direct’ this demand as the two lodging experiences are (not) ‘substitutable,’” Yesawich wrote. “That is to say, travelers’ interest in staying in B&Bs is driven primarily by the unique nature of the guest experience, one they typically don’t find in conventional lodging.”
Amenities B&B guests expect to see during their stay, according to the study, are:
• comfortable beds and linens (92%);
• friendly staff (91%);
• complimentary, fresh-made breakfast (88%);
• free time to relax and unwind (87%); and
• knowledgeable innkeepers (80%).
Yesawich said B&Bs must now focus on building market awareness for B&Bs for those seeking a more intimate experience as an alternative to conventional hotels.
“I do think interest in patronizing B&Bs will continue to grow as more travelers seek non-traditional lodging accommodations (and experiences) as alternatives to the standard ‘branded’ fare,” he said. “This is true for both demographic ends of the marketplace: matures and millennials.”
