Survey of Hotel Patrons Regarding Allergy Friendly Facilities Prepared by: Survey Research Institute B12 Ives Hall Cornell University Ithaca, NY 14853 Tel: (607) 255-3786 Fax: (607) 255-7118 ww.sri.cornell.edu January 2005 Survey Research Institute • Cornell University • School of Industrial and Labor Relations Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 Table of Contents Section Page 1. Purpose.................................................................................................................1 2. Methodology..........................................................................................................1 3. Executive Summary ..............................................................................................3 4. Respondent Characteristics A. Demographic Profile..............................................................................4 B. Travel Profile.........................................................................................5 5. Results A. Preference for Allergy Friendly Room ...................................................6 B. Impact of Allergy Friendly Rooms on Hotel Choice ...............................7 C. Cost of Allergy Friendly Room...............................................................8 6. Appendix Questionnaire.................................................................................................12 Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 List of Tables Table Page Table 1. Response Rate ................................................................................................1 Table 2. Demographic Characteristics of Respondents.................................................4 Table 3. Travel Characteristics of Respondents ............................................................5 Table 4. Preference for Allergy Friendly Room..............................................................6 Table 5. Impact on Hotel Choice....................................................................................7 Table 6. Willingness to Pay Small Premium ..................................................................8 Table 7. Expected Cost..................................................................................................9 Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 1. Purpose The purpose of this study is to identify if there are hotel guests that would opt to stay in an allergy friendly room and be willing to pay a small premium for the room. This is part of Pure Solutions, N.A.’s effort to introduce to the market a comprehensive treatment it has developed to remove allergens (airborne particles, mildew, mold, chlorine and bacteria) from living and working spaces. 2. Methodology Objectives To understand the characteristics of travelers who are interested in allergy friendly hotel rooms. Sampling A listed sample of travelers was purchased and households were further screened for an adult (at least 18 years of age or older) who stayed in a hotel or motel for at least two nights per year. In total, 329 interviews were completed. (See Table 1.) Table 1 Response Rate Outcome Number Complete 329 Bad number 204 Too ill or deceased 7 Ineligible* 325 Language problem 27 Pending 1,015 Refused 93 TOTAL 2,000 Questionnaire Development A draft of the survey instrument was provided by Advanced Facilities Services (AFS) with input regarding wording of questions and response options provided by SRI. The final instrument was administered to and approved by AFS. * Households were not eligible for participation in this study if there was no one at least 18 years old who stays in a hotel 2 or more nights per year. Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 1 Data Collection The Survey Research Institute (SRI) at Cornell University was contracted to conduct a telephone survey using a computer-assisted telephone interviewing (CATI) system. SRI started interviewing on 1/3/2004 and ended interviewing on 1/10/2004. Data Analysis Reporting of Results Presented in this report are the frequencies of responses by question. Percentages reported exclude those who refused to answer a particular question. Due to rounding, percentages do not always add to 100%. Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 2 3. Executive Summary Survey participants were distributed over different age groupings; on average, they ranged from 36 to 50 years old. Women represented six out of ten (61%) of those surveyed (vs. 39% men). Most (81%) traveled primarily for pleasure, while a sizable minority (19%) were predominantly business travelers. There was a closer parity when total room nights were calculated – 58% pleasure, 42% business. Overall, these “frequent”* travelers spent more than 1½ weeks per year in a hotel or motel (12 nights, on average); this was nearly a month (26 nights, on average) for business travelers and just over a week for pleasure travelers (8 nights, on average). The majority (74%) typically stayed in mid-range hotels (vs. 17% economy hotels and 10% luxury hotels). Nearly one-third (31%) had allergy issues themselves or traveled with family members who have asthma or allergies. General interest for allergy friendly rooms was very high with the vast majority (83%) saying they would prefer to stay in a hotel or motel room that is specially treated to remove airborne allergens, if they had an option. Interestingly, even the majority (81%) of those who did not have issues with allergies still said they would prefer an allergy friendly room. More than half (59%) said that the availability of allergy friendly rooms would cause them to choose a particular hotel or motel over comparable options without such rooms. Roughly the same number (58%) overall said they would be willing to pay a “small premium” for staying in an allergy friendly room. Nearly two-thirds (65%) said they thought an allergy friendly room should cost at least 10% more ($110 or higher) than a $100 comparable room, non-allergy friendly room. Business travelers were slightly more likely to say that they would prefer and allergy friendly room (90% vs. 82%). Pleasure Travelers, despite the fact that they are paying for their hotel lodging themselves, are just as likely to: • choose a hotel because it offers allergy friendly rooms (58% vs. 61% respectively) • be willing to pay a “small premium” for an allergy friendly room (59% vs. 59%) • think that an allergy friendly room should be at least 10% more (i.e. $110+) (64% vs. 69%) * Required to spend at least two nights per year in a hotel or motel to be eligible for participation in this study. Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 3 4. Respondent Characteristics A. Demographic Profile At the completion of the interview, respondents were asked their age and their gender was recorded so that their responses could be better understood in the context of these demographic variables. On average, the travelers who participated in this study were between 36 and 50 years old. Nearly one- fourth (23%) were between 18 and 35, one-third (33%) were 36-50 years old, nearly one-third (31%) were 51-65 years old and 13% were over 65. Six out of ten study participants were women (61% vs. 39% men). (See Table 2.) Table 2 Demographic Characteristics of Respondents Age Range 18-35 years 22.7% 36-50 years 33.1 51-65 years 31.0 Over 65 years 13.2 Mean range 36-50 years Gender Male 39.2% Female 60.8 Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 4 B. Travel Profile Respondents were also questioned about many characteristics of their typical travel patterns and choices. First, they were asked if they primarily travel for work or pleasure. The majority (81%) of those surveyed typically travel for pleasure, but a sizable minority (19%) said that their travel is mostly for work purposes. On average, these travelers (who were required to stay in a hotel at least two nights per year) spend about 12 nights per year in a hotel or motel. Not surprisingly, business travelers stay in a hotel nearly a month each year (26 nights, on average) while pleasure travelers spend just over a week in a hotel or motel (8 nights per year, on average). While most of these travelers (74%) typically stay in a mid-range hotel or motel (such as the Marriott or Holiday Inn), business travelers are more likely to stay in luxury (e.g., Ritz Carlton, Four Seasons) hotels than pleasure travelers (16% vs. 9%). Nearly one-third (31%) of those surveyed reported that either they or someone in their family who travels with them has asthma or any allergies triggered by mold, mildew or other airborne allergies. Business travelers were more likely than pleasure travelers to have to deal with these allergy issues in their travels (44% vs. 28%). (See Table 3.) Table 3 Travel Characteristics of Respondents TOTAL RESPONDENTS (N=329) BUSINESS TRAVELERS (N=63) PLEASURE TRAVELERS (N=261) Primary reason for travel Work 19.4% 100% 0% Pleasure 80.6 0 100 Nights/year spent in a hotel 5 nights or less 43.8% 30.2% 47.1% 6-16 nights 39.2 23.8 42.5 17 or more nights 17.0 46.0 10.3 Total room nights* 3,854 nights 1,630 nights 2,192 nights Mean per person 12 nights 26 nights 8 nights Hotel preference Economy 16.5% 12.7% 17.7% Mid-range 73.8 71.4 73.9 Luxury 9.8 15.9 8.5 Allergies/Asthma (self or family) No 69.0% 55.6% 72.4% Yes 31.0 44.4 27.6 NOTE: A colored number is meaningfully different from the group to which it is being compared (red = higher, blue = lower) * Total room nights calculated by summing the total number of nights traveled across all respondents. Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 5 5. Results A. Preference for Allergy Friendly Room Respondents were asked if they would prefer to stay in a hotel or motel room that is specially treated to remove airborne allergens, if they had the option. Most (83%) of those surveyed said that they would prefer such a room. Those who were most likely to express this preference were: • Women (86%) • Business travelers (90%) • Those who take longer trips (89% 17+ nights) • Those who typically stay in economy (e.g., Red Roof Inn, Motel 6) hotels (89%) • People who have to contend with allergies (89%) Least likely to say they would prefer a room treated to remove allergens were the youngest travelers surveyed (75% of 18-35 year-olds). (See Table 4.) Table 4 Preference for Allergy Friendly Room Do not prefer Prefer allergy allergy friendly friendly room room TOTAL 83.2% 16.8 Age Range 18-35 years 36-50 years 51-65 years Over 65 years Gender Male Female 75.3% 84.5% 87.6% 85.0% 78.9% 86.0% 24.7 15.5 12.4 15.0 21.1 14.0 Primary reason for travel Work Pleasure 89.7% 82.2% 10.3 17.8 Nights/year spent in a hotel 5 nights or less 6-16 nights 17 or more nights 80.1% 84.6% 88.5% 19.9 15.5 11.5 Hotel preference Economy Mid-range Luxury 88.9% 81.7% 83.9% 11.1 18.3 16.1 Allergies/Asthma (self or family) No 80.7% 19.4 Yes 88.9% 11.1 NOTE: A colored number is meaningfully different from the group to which it is being compared (red = higher, blue = lower) Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 6 B. Impact of Allergy Friendly Rooms on Hotel Choice Next, these travelers were were asked if the availability of allergy friendly rooms would cause them to choose a particular hotel or motel over comparable options without such rooms. Nearly six out of ten (59%) of those surveyed said that they would choose a hotel for this reason. Those who were most likely to say that the availability of allergy friendly rooms would impact their hotel choice were: • Older travelers (71% of those over 65) • People who have to contend with allergies (77%) Again, the youngest travelers (18-35 year-olds) were least likely to be impacted by allergy friendly rooms, with less than half (47%) saying they would choose a hotel or motel because of it. (See Table 5.) Table 5 Impact on Hotel Choice Would not Choose hotel choose hotel with allergy with allergy friendly room friendly room TOTAL 58.5% 41.5 Age Range 18-35 years 36-50 years 51-65 years Over 65 years Gender Male Female 46.6% 55.9% 64.9% 70.7% 61.6% 56.4% 53.4 44.1 35.1 29.3 38.4 43.6 Primary reason for travel Work Pleasure 61.3% 57.9% 38.7 42.1 Nights/year spent in a hotel 5 nights or less 6-16 nights 17 or more nights 53.7% 63.4% 59.3% 46.3 36.6 40.7 Hotel preference Economy Mid-range Luxury 65.4% 57.0% 58.1% 34.6 43.0 41.9 Allergies/Asthma (self or family) No 50.0% 50.0 Yes 77.3% 22.7 NOTE: A colored number is meaningfully different from the group to which it is being compared (red = higher, blue = lower) Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 7 C. Cost of Allergy Friendly Room Regardless of their expressed interest, those surveyed were asked whether they would be willing to pay a “small premium” for staying in an allergy friendly room. Overall, nearly six out of ten (58%) of those surveyed said that they would pay a small premium for an allergy friendly room. Those who were most likely to say they would pay extra for such a room were: (See Table 6.) • Older travelers (65% of those 51 and older) • Men (63%) • People who have to contend with allergies (78%) Table 6 Willingness to Pay Small Premium Pay extra for Would not pay allergy friendly extra for allergy room friendly room TOTAL 58.1% 41.9 Age Range 18-35 years 36-50 years 51-65 years Over 65 years Gender Male Female 51.4% 53.3% 65.0% 65.1% 63.2% 54.9% 48.6 46.7 35.1 34.9 36.8 45.1 Primary reason for travel Work Pleasure 58.7% 58.5% 41.3 41.5 Nights/year spent in a hotel 5 nights or less 6-16 nights 17 or more nights 60.1% 53.9% 63.0% 39.9 46.1 37.0 Hotel preference Economy Mid-range Luxury 63.0% 55.6% 67.7% 37.0 44.4 32.3 Allergies/Asthma (self or family) No 49.6 50.5 Yes 77.6% 22.5 NOTE: A colored number is meaningfully different from the group to which it is being compared (red = higher, blue = lower) Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 8 Finally, all study participants were asked what an allergy friendly room should cost, if a typical non- allergy friendly room is $100 (for purposes of comparison). Overall, roughly one-third reportedly expected that such a room should be only 5% more (35% $105) than a comparable non-allergy friendly room. Meanwhile, nearly two-thirds (65%) thought an allergy friendly room should be at least 10% more (i.e., $110 or higher). Those who were most likely to expect the room to be at least 10% more were: • Those who take longer trips (75% 17+ nights) • Those who typically stay in economy (e.g., Red Roof Inn, Motel 6) hotels (76%) Travelers who typically stay at luxury hotels, on the other hand, were more likely to anticipate that the costs for an allergy friendly room should only be 5% more (55% vs. 35% for those who stay in midrange hotels and 24% for those who stay in economy hotels). (See Table 7.) Table 7 Expected Cost (compared to a typical $100 “non-allergy friendly” room) $105 $110+ TOTAL 35.0% 65.0 Age Range 18-35 years 36-50 years 51-65 years Over 65 years Gender Male Female 28.2% 42.9% 34.4% 30.8% 38.3% 32.4% 71.8 57.1 65.6 69.2 61.7 67.6 Primary reason for travel Work Pleasure 31.4% 36.3% 68.6 63.7 Nights/year spent in a hotel 5 nights or less 6-16 nights 17 or more nights 37.4% 36.8% 25.0% 62.7 63.2 75.0 Hotel preference Economy Mid-range Luxury 24.2% 34.9% 55.0% 75.8 65.1 45.0 Allergies/Asthma (self or family) No 37.6% 62.4 Yes 31.1% 68.9 NOTE: A colored number is meaningfully different from the group to which it is being compared (red = higher, blue = lower) Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 9 Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 10 Appendix Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 11 Allergy Study -Questionnaire [#*************************************************************************** [#* [#* Q1 [#* [#*************************************************************************** >Q1< [##label=How often stay in hotels [define <888>] [##md1=888] [define <999>] [##md1=999] [missing <888> <999>] [#----------------------------------------------------------------------- [form template] [cyan]Approximately how many nights per year do you stay in a hotel or motel? [green][bold]INVR: IF R SAYS THAT THEY DON'T STAY IN HOTELS OR MOTELS, OR ONLY STAY ONCE A YEAR, THEN R IS INELIGIBLE FOR THE STUDY. [n] [white] <0-1> <2-200>[goto Q2] [green] Do not know [goto Q2] Refused [goto Q2] @ [#*************************************************************************** [#* [#* Q1_chk [#* [#*************************************************************************** >Q1_chk< [##label=DO NOT INCLUDE THIS VARIABLE IN THE CODEBOOK [#----------------------------------------------------------------------- [form template] [cyan]Just to confirm, you [if Q1 eq <0>]never stay in hotels or motels[else]only stay in a hotel or motel about once a year[endif] when you travel. Is that correct? [white]<1> Yes [green](will be ineligible)[goto T164] [white]<0> No [green](will go back to Question 1)[goto Q1] @ [#*************************************************************************** [#* [#* Q2 [#* [#*************************************************************************** >Q2< [##label=Type of hotels stay in [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [cyan]Typically, are the hotels or motels you stay in luxury such as the Ritz Carlton or the Four Seasons, economy such as the Red Roof Inn or Motel 6, or mid-range such as the Marriott or Holiday Inn? Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 12 [white]<1> Economy <2> Mid-range <3> Luxury [green] Do not know Refused @ [#*************************************************************************** [#* [#* Q3 [#* [#*************************************************************************** >Q3< [##label=Work or pleasure, stay in hotel [define <88>] [##md1=88] [define <99>] [##md2=99] [missing <88> <99>] [#----------------------------------------------------------------------- [form template] [cyan]Do you travel primarily for work or pleasure? [white]<1> work <2> Pleasure [green] Do not know Refused @ [#*************************************************************************** [#* [#* Q4 [#* [#*************************************************************************** >Q4< [##label=Self or family have allergies/asthma [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [form template] [cyan]Do you or any members of your family who travel with you have asthma or any allergies triggered by mold, mildew, or other airborne allergens? [white]<1> Yes <0> No [green] Do not know Refused @ Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 13 [#*************************************************************************** [#* [#* Q5 [#* [#*************************************************************************** >Q5< [##label=Prefer allergen-free room [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [form template] [cyan]If you had the option, would you prefer to stay in a hotel or motel room that is specially treated to remove airborne allergens? [white]<1> Yes <0> No [green] Do not know Refused @ [#*************************************************************************** [#* [#* Q6 [#* [#*************************************************************************** >Q6< [##label=Choose hotel w/allergen-free rooms [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [form template] [cyan]Would the availability of such rooms cause you to choose that hotel or motel over comparable options without them? [white]<1> Yes <0> No [green] Do not know Refused @ [#*************************************************************************** [#* [#* Q7 [#* [#*************************************************************************** >Q7< [##label=Pay extra for allergen-free room [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [form template] [cyan]Would you be willing to pay a small premium for staying in an Allergy Friendly Room? Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 14 [white]<1> Yes <0> No [goto Q9] [green] Do not know Refused @ [#*************************************************************************** [#* [#* Q8 [#* [#*************************************************************************** >Q8< [##label=Price for allergy friendly room [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [form template] [cyan]If a non-Allergy Friendly Room rents for $100 per night, what do you believe a similar Allergy Friendly Room should cost per night? [white]<1> $105 a night <2> $110 a night <3> $115 a night <4> $120 a night <5> Over $120 a night [green] Do not know Refused @ [#*************************************************************************** [#* [#* Q9 [#* [#*************************************************************************** >Q9< [##label=Age [define <8>] [##md1=8] [define <9>] [##md2=9] [missing <8> <9>] [#----------------------------------------------------------------------- [form template] [cyan]Would you please tell me if you are: [white]<1> 18-35 years old <2> 36-50 years old <3> 51-65 years old <4> 66 years or older [green] Do not know Refused @ Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 15 [#*************************************************************************** [#* [#* Q10 [#* [#*************************************************************************** >Q11< [##label=Gender [define <8>] [##md1=8] [missing <8>] [#----------------------------------------------------------------------- [form template] [green]DO NO READ [green]Interviewer: Code Respondent's gender <1> Male <2> Female @ >end< [nodata] [#----------------------------------------------------------------------- [form template] [cyan]That's all the questions I have for you. Thank you for taking the time to speak with me today. @ >done< [goto MOD7] Survey Research Institute . Cornell University . www.sri.cornell.edu . Voice: (607) 255-3786 . Fax: (607) 255-7118 16