Are you interested in how much importance your guests give to breakfast?

Understanding your customer is key to guest satisfaction. Kellogg’s have invested in research to understand hotel guests, their expectations, key decision factors and how they can be influenced. To help build your business we want to share this information with you.

 

Research has identified that there are a number of missed breakfast opportunities which could be capitalised on through room service, light alternatives or a takeaway offering.

•    Nearly 50% of guests surveyed didn’t have enough time to eat breakfast in their hotel, and a further 25% of guests skipped their hotel breakfast although they planned to eat elsewhere.

•    On average in budget hotel groups 10% of guests’ skipped breakfast as it was too expensive. This percentage rose to 18% in mid range hotels.

•    Research highlighted that many female guests travelling on their own would be interested in a room service option. 

The decision factors for Business and Leisure guests are different.

The Business Traveller
Within budget chains 81% of guests are frequent visitors, therefore it is essential to encourage repeat business. The Key decision factors for business travellers are location, past experience and price of room.

The Leisure Traveller
The key decision factors for Leisure guests are past experience or recommendations and location, these guests place higher importance on breakfast being included in the room rate  (55% of guests surveyed viewed this as very important compared to 33% for business travellers).

Leisure guests are more likely to spend time over breakfast and often eat cereal and continental items as well as a cooked breakfast.
 

How can you influence your guests decision to have breakfast?

We asked guests, What would encourage them to order breakfast ? The responses included the following :

•    Incorporating breakfast in the room rate
•    More choice
•    Menu available in room
•    Earlier service
•    Healthier options
•    Recognised brands
•    Convenient to order

It is important to have a good breakfast layout, convenient formats and good availability. Guests eating in a hotel restaurant expect this as they want the breakfast experience to be quick and easy.

What are hotel guests eating?

The top three choices at breakfast were - Tea / Coffee, Orange juice and Cereal.

Guests are looking for something different from what they would have at home. A popular response for adding a point of different was offering cereal in a Portion-Pak (Single serve, hygienic format) and serving with fruit and yogurt options.

What is the view on Cereal?

Of the guests surveyed who ate cereal, 88% chose Kellogg’s as they preferred the taste, they viewed it as a healthier choice and felt it set them up for the day.

45% of guests found Portion-Paks of cereal appealing  - the results showed that many women preferred to have cereal served in Portion-Paks as it is more hygienic.