MGallery, the AccorHotels group’s collection of boutique hotels, is committed to meeting the specific needs of women when they travel, thanks in particular to its dedicated offering: Inspired by Her. MGallery anticipates the desires of its female clientele with exclusive hotel services and delicate attentions to punctuate and embellish their stay.
In order to reinforce the services offered by MGallery, and to make them more widely known, MGallery has launched an in-depth study in collaboration with IPSOS, an institute specializing in market research. The purpose of the study is to examine the habits and requirements of women travelers. Nearly 3,000 participants from 4 countries – France, Italy, Great Britain and Australia – were asked about the specific expectations of women staying in upscale hotels.
These lessons have enabled MGallery to enhance its offer to provide a personalized response to the needs of women worldwide.
A unique offering in the luxury and upscale hotel sector, inspired by women
The first encouraging finding: women (and the majority of men surveyed) appreciate the idea of a hotel offer dedicated to women. 86% of them (and 80% of men) are in favor of a hotel program dedicated to them, with 36% believing that this feminine approach is a real and currently unsatisfied need.
What do women expect from such a dedicated program?
Until now, the concept of “wellness” has focused on spas, detox programs and gyms, the main pillars offered by hoteliers, who hadn’t then fully considered the female market as a high-growth segment. But while physical well-being seems to be part of the equation, this MGallery study shows that women are looking for a more holistic approach. Reconnecting body and mind through details that convey emotions – this is the notion of well-being at MGallery. A cocooning promise that brings comfort and reassurance in the face of the daily hustle and bustle experienced by women today.
The MGallery promise of attention to detail
73% of women surveyed say that quality bed linen and thick, fluffy towels are the two most important criteria when choosing their luxury hotel. The other two most important elements for them are attention to detail, such as personalized service (53%) and staff efficiency (47%).
Among the services that women really appreciate having in their room: the shower with massage jets tops the list (69%). A few moments just for yourself under a hydromassage shower allows you to relax and let go. For 65%, the quality and power of the hairdryer are essential to avoid the infamous “bad hair day”. Finally, women also seem to be fed up with ill-fitting bathrobes that make them feel either drowned inside or totally cramped: for 61% of women, having a bathrobe in the right size is a real plus in a hotel. With the Inspired by Her offer, MGallery demonstrates its commitment to understanding women and the true meaning of well-being.
63% of women surveyed consider that the feminine touch in luxury hotels is best expressed in the presence of fresh flowers (compared to 56% of men), while 43% perceive it in the care given to décor (such as materials, fabrics and carpets). Finally, 42% appreciate it more in the details and attentiveness of the service. For 39% of Australian women, the spa is an indispensable part of the feminine touch in hotels.
The suitcase challenge
Although 10% of women worry about it at the last minute, the majority (66%) like to take the time to pack their suitcase when traveling with their partner, tackling the task two days before the day of departure (71% of men also like to take their time.). However, despite this anticipation, 73% of them systematically forget an essential item.
Rather than clothes, cosmetics are more likely to be left behind, the top three being nail polish remover (32%), razor and sun cream (21%) followed by make-up remover (18%). To make up for this shortfall once they’ve arrived at the hotel, MGallery’s Inspired by Her offer makes them available at all times, within its hotels.
Gourmet pleasure
When it comes to breakfast (detox, continental or gourmet), only 14% of women say they choose the detox option, versus 12% of men. Conversely, 20% of women (versus 21% of men) prefer to indulge in a continental breakfast of croissants and pastries. 55% of women say they enjoy all three types of breakfast. While women are fond of the trendy new healthy and detox places, they also seem to appreciate and succumb to the indulgence of a pain au chocolat at a hotel breakfast. An opportunity to indulge without feeling guilty.
To burn off the calories from these little pleasures, more than half (51%) of the women surveyed arrive at their hotel full of good resolutions and plan to hit the gym during their stay. However, only 19% actually do so. (As for men, they fare slightly better, with 56% intending to go, versus 25% actually doing so). Nevertheless, 60% of women appreciate the availability of small sports equipment (such as a yoga mat) in their rooms.
What about French women?
In France, 87% of women are looking for a hotel offer dedicated to them. Organized and far-sighted travelers, they take pleasure in packing their suitcases (59%), placing them far ahead of the Italians, English and Australians. Despite their precautions and forethought, 21% of them forget their toothbrush in the rush to leave.
For them, comfort during their stay is paramount: for 81% of them, quality bedding is a determining factor in their choice of hotel. As part of their quest for cocooning, they also appreciate a number of in-room services: the top 3 include a hydromassage shower (72% really appreciate this little extra), a fitted bathrobe (62%) and a beauty kit (50%).
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