By Brian J. Cuthbert
Last year, as Jeffrey Peterson was enjoying a business dinner at a Marriott hotel in Racine, WI, a waiter inadvertently spilled a glass of red wine on his cream-colored sweater — seemingly ruining it.
Hoping to make amends for the incident, the restaurant manager asked Peterson to leave his sweater with the front desk the next morning. When he returned to his room later that day, he found his sweater, stain-free, with a letter from the hotel manager as well as a bottle of the offending Cabernet.
It was, as Peterson describes it, "a terrific example of excellence in customer service."
This is just one of hundreds of hotel tales — good and bad — that consultants shared with us as part of an inaugural annual survey exploring the likes and dislikes of consultants on the road.
Did it matter to the hotel manager that Peterson was a consultant? Probably not. Good customer service, we are told, should not depend on the colors of a given customer's stripes. Still, Peterson was not just any customer. As a consulting partner within IBM Corp.'s burgeoning Business Consulting Services unit, he belonged to an elite group of road warriors — a clan dedicated to solving their clients' managerial problems and maximizing economic opportunities.
Peterson's ever-roaming professional peers belong to firms with names such as Booz Allen Hamilton, Accenture, and Bain & Company, and like Peterson they wield a keen appreciation for both luxury and value — or at least that was the point of view that first prodded us to undertake our inaugural Best Places to Stay survey.
In the end, our early musings did little to prepare us for the consulting world's plus-size frequent flyer portfolios.
While doctors and lawyers could likely match the consulting world's discriminating taste, they have neither the frequent flyer muscle nor the apparent capacity for perks magic, a skill that can apparently be learned only on the road.
If nothing else, our annual Best Places to Stay survey will help set members of consulting's rank-and-file apart from the other droves of industry executives, and better expose you and your fellow consultants for who you are: members of the world's best-traveled profession.
To begin with, we wanted to know how often you travel on business. And then, we wanted to know where you stay and why. Are your chosen hotels catering enough to you? What amenities do you prefer?
What we found out confirmed what we had heard all along — that in a good economy or a bad one, consultants have to spend much of their time on the road, meeting with the client and working on the client site, sometimes for months at a time. Videoconferencing or teleconferencing is useful, but they can't match the value of being in front of a client. And it shows, as 21 percent of respondents typically spend more than 125 nights a year away on business, 57 percent spend over 50 nights away, and 70 percent log between 51,000 and 1,000,000 frequent flyer miles.
So, while much of the lodging industry experiences a slump, due in large part to penny-pinching corporate travelers, consultants have been a notable exception.
For example, Hyatt Corporation says that of what they're able to track, its consultant customer segment grew by 2 percent in 2002, when general market conditions saw a decline of anywhere from 2 to 3 percent.
"Any time you can identify segments of business that grow during times of economic difficulty, and that's certainly what we've seen in this area, it becomes important to us," says Ty Helms, senior vice president of sales, Hyatt Hotels Corporation.
It's not as though the consulting firms are immune to a down economy — far from it. However, even while many firms continue to struggle, 44 percent of those surveyed say that the challenging economic climate has had "no impact at all" on the amount or type of hotels they stay at. And the economy appears to have done little to dull the consulting world's appetite for luxury, given that Four Seasons Hotels & Resorts, The Ritz-Carlton, W Hotels, and Westin Hotels & Resorts are counted among the most popular hotels of choice for consultants.
But it was Marriott Hotels & Resorts, and what many consultants have deemed their superior customer service, that came out on top — as 85 percent of those surveyed had stayed at a Marriott this past year and 29 percent considered it their favorite hotel.
When the Consultant is the Client
Hotel executives claim to be well aware of consultants' travel prowess, and are emphasizing the significance of this group to their managers.
"The consulting side has gotten bigger over the last few years as a target audience for us," says David Ogilvie, vice president, global corporate travel, Starwood Hotels & Resorts, which owns, among others, the Sheraton, Westin, and W Hotels. "My sense is that we've really recognized that these are very frequent travelers, and we'd be making a big mistake if we missed that."
"Of our top 130 accounts, all the major consulting companies are on there, and that's because consultants don't make their money sitting in their offices," says Roger Dow, senior vice president, global and field sales, Marriott International. "We find it to be a pretty stable business from the consultants, and we see their room nights increasing while other business travel is decreasing."
According to our Best Places to Stay survey, a few things are clear: By an overwhelming margin, the single most important amenity for any hotel to have is high-speed Internet access, followed by express check-in and -out, a morning wake-up call, morning newspaper delivery (consultants prefer either The Wall Street Journal or The New York Times rather than USA Today), and a fitness center with longer hours and updated equipment. How about some free weights?
Many consultants also expect to see an improvement in the overall levels of customer service and maintenance (which many believe is down in the past year), better information sharing among hotels in the same chain, being upgraded without always having to ask, a strong security presence within the hotels, ensuring quiet near the rooms, and dropping charges for 800 calls.
"When times get tough, the basics count even more," says Lalia Rach, associate dean and director, New York University's Tisch Center for Hospitality, Tourism, and Sports Management. "If you think about how business travel has become even more arduous, it means that being treated well and being shown value as a customer means more — little things like saying 'Hello,' 'Welcome back,' or 'Listen, our business center is closed, but I can let you in.'"
So when these frequent travelers are quick to point out their needs, the lodging industry may be wise to pay attention — because with 60 percent of consultants saying that their own needs and preferences most influence where they stay on business and 66 percent booking their own hotel reservations, their opinion is one hotels can't afford to ignore.
The Road Warriors' Checklist
In the post-9/11 world, security continues to be an important issue, but is not determining where a majority of consultants stay. Fifty-six percent believe that the security measures a hotel exercises are somewhat important, but not likely to influence their choice of hotels. Security concerns have begun to at least influence where 27 percent of consultants stay.
As many hotels tighten security, which may vary depending on the particular hotel and its location, they are making other changes to help better equip the business traveler to maintain their health and productivity.
Among these are ergonomic and larger workspaces, high-speed Internet access, WiFi (see chart on pg. 22), better fitness centers, and more health-conscious menus for room service — which many hotels have begun implementing.
Hotels have also built first-class restaurants within their properties, which allow their guests to entertain business clients. Some are adding benefits for the body as well, including Westin's Heavenly Bed and Bath programs — the Heavenly Bed has received rave reviews from a number of consultants as being the most comfortable one around.
While many hotels have been improving their fitness centers, Hilton Hotels has come up with an interesting new twist. They've begun an in-room fitness program, which affords guests the ability to work out in the privacy of their room by having a treadmill delivered right to their door.
And some are making far more drastic changes, such as Sheraton, which is undergoing a shake-up to the brand in an attempt to make it more consistent and business travel–friendly. This may be a good move for Sheraton, because while 49 percent of consultants stayed there in the past 12 months, only 4 percent voted it their favorite. As some consultants were quick to point out, it just goes to show the value of a good rewards program — 44 percent say that membership rewards points strongly influence where they stay — which most consider Starwood to have.
Handle With Care
Beyond all these things, consultants expressed the notion that hotels need to do a better job of knowing who their customer is and what is needed to make them most comfortable and productive.
As one consultant put it: "Most hotels are simply not equipped or designed for business travelers. I don't need two king- or even queen-size beds. … Give me one decent bed, a large desk with high-speed Internet access, and a comfortable chair."
According to some hotels, this fact isn't lost on them.
"A consultant … wants the room that's got as large a desk and work area as you can get," says Ogilvie, who says that Starwood considers consulting to be one of their three largest travel groups, alongside technology and banking. "Hotels that do a lot of consulting business know this. As they assign rooms, they know who's coming in from consulting companies and can do their best to assign that type of room. And if you don't do that as often as you can, to be quite frank, you'll lose that business."
It's that business which hotels are increasingly trying to retain — and attract. As consultants continue to show why they are true "road warriors," the lodging industry is realizing just how strategic an audience this is for them.
According to Sue Brush, senior vice president, Westin North America, it's a target the hotels can't afford to let go for a variety of reasons.
"They're attractive because they are sophisticated … they are a segment of the market in play year-round … so it's very valuable to have the consultants segment. They're an important base for any business hotel." That's something Peterson and his consulting brethren would be happy to hear, but as they hear so often from their own clients — "don't tell me, show me."
Sidebar: Women Consultants Have Dual Appeal for Hospitality Vendors
As many hotels continue to find different ways to cater to the business traveler, they're making sure that the needs of a fast-growing segment of the market — female business travelers — are taken into account.
And it's with good reason. Lalia Rach, associate dean and director, New York University's Tisch Center for Hospitality, Tourism, and Sports Management, is forecasting that women will constitute 50 percent of all business travel by some point in this decade — up from 40 percent in 1999. Their influence as a travel group, according to Rach, is only going to grow, and this is something hotels are now realizing.
"We have very subtly, through our design concept, put in things that will definitely appeal to women," says Sue Brush, senior vice president, Westin North America. "We are looking to do something more overt on the women's side, such as having an advisory board and putting in some additional amenities for women."
But not everyone is convinced hotels are doing enough.
"Many hotels still don't know how to treat businesspeople who are women," says one female consultant. "Our rooms need certain amenities — makeup mirrors, clear shelf space to put our things within easy and organized reach, and staff who respect our privacy."
While amenities and the like are all important factors, it's security issues that are playing more of a role in where all consultants are staying.
Thirty-one percent of women say that the security measures a hotel exercises have begun to influence their choice of hotels, while 9 percent consider it to be a prerequisite for being counted among their hotels of choice.
"I think that the individual tends to look at the female business traveler and say that security is the only thing that's an issue for them, and it's not," says Rach, who will be releasing a study in September called "The Continuing Evolution of the Female Business Traveler."
The key, says Julie Moll, brand vice president, Marriott Hotels & Resorts, is remembering the fact that male or female, all business travelers have a job to do.
"Fundamentally, a woman business traveler at the core is still a business traveler," she says. "They're very focused on accomplishing their purpose."
The Best Places to Stay 2003 Hotel Report Card:
Marriott Hotels & Resorts: A+
"Bring me your seasoned business travelers yearning to breathe free," may be a fitting inscription for the cornerstone of the Marriott brand. Thanks to its laser focus on business travelers (including a consultant microsegment), the Marri-ottzis often know what you want before you do. Grumble, grumble: Oy! Lodging with the masses. Yes, but those of you wary of eroding your own distinctive brands, fear not. Chances are, your client frequents Marriott.
Four Seasons Hotels & Resorts: A
Strictly cashmere. It's not about the amenities. (They are, of course, available to be indulged in.) It's about the joie de vivre. Coos one spa-savoring consultant: "Every single Four Seasons stay is memorable." And that just about sums up how the profession views the brand for all seasons. Grumble, grumble: Everything is not up-to-date in Kansas City. (High speed Internet spotty in secondary markets.)
The Ritz-Carlton: A
"I am staying at the Ritz." Ah, yes, six words that can reveal the difference between a gentleman and … er, well … let's say everybody else. Or so the handlers of RC's all-so-guarded cachet would have us believe. The house of Ritz gets high grades from consultants for its "impeccable service" and being the "best information managers in the business." (They know when you're a tofu-eating, nonsmoking consultant who prefers Jet Blue over American.) Grumble, grumble: No RCs in Chicago or Seattle! And don't even ask about Dubya's home state.
W Hotels: A-
Not just a place to stay, but a place to be seen. A consultant's fingerprints can likely be found on the blueprints of this stylish scion of the Starwood domain. With few locations (relative to other big-name hotels), the W is holding sway and capturing a loyal following among the consulting set. The swanky Gen-Xer motif is especially appealing to woman consultants, who praise its aesthetics and imaginative eating establishments. "Not another steakhouse, please." Grumble, grumble: Can someone please turn on the lights?
Westin Hotels & Resorts: B-
It's not about the bed, or maybe it is. Either way, consultants give Westin Hotels high marks for their overall hotel experience. Outstanding attention to detail, inspired amenities, and a major league awards program make this one of the consulting world's favorite places to stay. Grumble, grumble: Its Heavenly Bed helps raise the stakes, but it's still no match for Marriott's intuition or Four Seasons' ambience.
Hyatt Hotels & Resorts: B+
Hyatt was frequently ranked by consultants as one of their top three favorite places to stay. Consultants described Hyatt employees as being "uniformly mindful" of the needs of business travelers. The hotel's approach to management even received praise when consultants cited the visible impact being made by the "strong local hotel management teams."
Hilton Hotels: B
Consultants have long loved Hilton, and our survey continued to back that up when more than 70 percent of those surveyed told us that they had stayed at a Hilton in the past 12 months. Still, certain consultants said that the perks afforded them by their "frequent guest" status could not compare to the zeal or generosity of the Marri-ottzis. All in all, still one of consultants' favorite places to stay.
Intercontinental Hotels & Resorts: B-
Perhaps we should call them the Three Seasons. (They aspire to be Four, but fall short.) Then again, consultants tell us that Intercontinental's ambience and service are indeed memorable. Moreover, the hotel chain has made steady inroads into cracking the frequent-traveler formula, and consultants say that they have begun to savor at Intercontinental some of the perks their life on the road should merit. Still, given its accent on luxury and the frequency at which consultants visited, it's surprising that so few consultants ranked it among their top three.
Embassy Suites: C+
If you're looking to have either a meeting in your room or a late-night party, Embassy Suites would seem to fit the bill with their well-proportioned rooms. And — just as important, perhaps — that snack pack for late-night arrivals makes them more friends than enemies. Grumble, grumble: It ain't the Ritz, and do you really want the party to be in your room?
Sheraton Hotels & Resorts: C
Did you hear the one about the rabbi, the priest, and the hospitality consultant, who were all staying at a Sheraton Hotel? Yikes. Somehow Sheraton ended up being the venue for more than an enviable share of unflattering hospitality stories. While consultants offered kudos to certain Sheraton hotels, they described their stays across the continent as "a box of chocolates." In the words of Forrest Gump: "You never know what you're going to get." On the upbeat: Starwood's parental guidance intends to soon add a turnaround chapter to the Sheraton tale — as evidenced by the current revamping of the brand's flagship hotel in New York.
Crowne Plaza: C
What seems to be remarkable about Crowne Plaza is … well, nothing, really. Consultants surveyed claim it to be a "steady hotel" or even a "solid fallback option." But, asked to divulge an amenity or service that brings them back, consultants appear to suffer short-term memory loss. You did stay here, didn't you? (Thirty percent of consultants surveyed say that they do.) For the moment, Crowne Plaza has perhaps distinguished itself within the consulting segment by delivering consistent offerings with no unpleasant surprises.
Radisson Hotels & Resorts: D
For all those consultants who fear they may have frittered away one last opportunity to savor the sounds of one of business travel's most endangered species — take heart! Noisy ice machines still dot the premises of multiple Radisson Hotels & Resorts. In fact, according to consultants, Radisson is fast on its way to becoming a safe house for many of the unpleasantries that marked business travel's earlier decades. On the upbeat: Despite the tongue lashings, more than 20 percent of consultants surveyed said that they had stayed at a Radisson Hotel.
Sidebar: Assessing Your Wireless Options
Wired for Battle
Understanding that the business traveler needs to have as much technology around at all times to function, the hotel industry is beginning to go beyond just having traditional high-speed Internet access and is making the push towards WiFi. Here's a look at how a few of the hotels stack up in keeping business travelers connected.
Hilton Hotels
Starting in March 2003, they began a program to install wireless at nearly 50 Hilton-brand hotels and resorts. Hilton expects a systemwide rollout at their 230 full-service properties in the U.S., Canada, and Mexico "in the coming months."
Four Seasons Hotels & Resorts
As of March, there were 57 Four Seasons hotels and 65% of them had high-speed Internet access (HSIA). Out of the 65%, 75% have wireless in their public space.
Marriott Hotels & Resorts
Completed its initial rollout of wireless at 400 hotels under the Marriott umbrella in the U.S., Canada, U.K., and Germany — 800 of their hotels currently have in-room high-speed Internet access. Marriott's "Wired for Business" has been expanded to more than 180 Marriott and Renaissance hotels — it offers guests in-room HSIA and unlimited local and long-distance phone calls within the U.S. for $9.95 per day.
Hyatt Hotels & Resorts
Currently have wireless technology in Hyatt Regency Chicago and San Francisco — no timetable on a full wireless rollout.
The Ritz-Carlton
All hotels worldwide have high-speed Internet access. Their hotels in Bali, Boston, Boston Common, and Cancun all have wireless.
Sheraton Hotels & Resorts
Sheraton hotels are all required to have HSIA by year-end 2003 in at least 20% of the guest rooms and most meeting rooms. By year-end 2004, all Sheratons are required to have 100% percent of guest rooms and public spaces set up for wireless. Many Sheratons have wireless in the public space today.
W Hotels
All guest and meeting rooms in all W Hotels have high-speed Internet and all public spaces have wireless. The W Times Square NY is 100% wireless throughout the hotel. Wireless will be installed in all areas of W Hotels in 2004.
Westin Hotels and Resorts
All Westin hotels are required to have most meeting and many guest rooms wired. There are varying levels of completion of the guest rooms of between 20% and 100%, depending upon the hotel. All meeting rooms have wireless available and all Westins will have 100% of guest rooms wired by March. Wireless is in most Westin Hotels public spaces and is required by year-end 2003.
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