Sit on the bed and look in the mirror. This is what you see in a cabin set up as a twin, at Yotel Gatwick Airport, South Terminal.
Whether you’re marketing an airport hotel, marketing accommodation to air travellers at a nearby airport, or simply trying to decide which is the best choice out of a number of aiport overnighting options, I thought it might be helpful for me to share my experience about what I think makes a good airport hotel. I can certainly speak from experience, having tried out everything from on site full service 5 star hotels, through Japanese inspired capsules, to a variety of chain hotels beyond the perimeter.
Why do people stay at an airport hotel?
In my experience, it’s always force of circumstance ( a combination of necessity and convenience ) that leads me to spend money on an airport hotel, and I’m not alone. I live about an hour away from London Gatwick, an hour and a half away from Heathrow and a good two hours away from Stansted - if the traffic flows freely – which it frequently doesn’t!
Ever since I nearly missed a flight from Heathrow as a result of early morning fog causing traffic chaos on the M25 motorway at 5am in the morning, I try and stay at or near the airport when I’m booked on an early flight. As you probably know, when you’re booked on a cheap ticket, especially if it’s on a no frills airline, you get short shrift if you’re late, and you have to pay all over again, probably at a higher fare, to get on the next available flight. That’s quite apart from the inconvenience you suffer, and the probable cancellation penalty you’ll recieve from the hotel you’ve got booked at the other end of your journey. By comparison with what’s at stake, the cost of an airport hotel is worth it, for peace of mind alone.
The other times I find myself booking an airport hotel include occasions when my long haul flight arrives in a destination and I feel like it’s my bed time back home, because I haven’t adjusted to local time. There’s an opportunity for airport hoteliers to offer guests arriving in the early morning (local time) to offer immediate occupancy for a shower and a quick sleep if they’re prepared to pay for the room to be reserved from the previous evening.
Wherever I’m going I always make a point of always checking the time of sunrise and sunset (check out the almanac section of destination forecasts at www.uk.weather.com). This is particularly the case if it’s dark and there’s a long drive involved after arrival, especially if there’s a big time difference as well. If that’s the case I frequently prefer to stay at an airport hotel, or close by, on arrival. That way I’ll be fresh and ready to set off early next day, and benefit from a full day at my destination, something that can save money when compared to a night at an expensive resort hotel. Few people want to drive immediately after they arrive if they’re out of their usual comfort zone, stressed out, tired, fearful of the dark, in an unfamiliar country, jet lagged, or all of these!
All hotels need to explain the answer to the question ‘what’s in it for me if I stay in this hotel’, perhaps even alluding to the rationale for patronising them, as well as explaining the benefits of their location and facilities in the text and pictures on their website. So why don’t more of them list those reasons, and in some cases illustrate them, on their website, if they want to increase the effectiveness of their marketing?
Location, Location, Location
Say you’re a hotel near an airport, that wants to attract air travellers, or even the friends and relations who act as meeters and greeters; I’d say the most important thing to emphasise is the convenience of your location in realtion to the airport terminals. It’s absolutely crucial. I wouldn’t even consider booking an airport hotel that doesn’t have a proper map, or a link to a decent one, on its website. Otherwise I’ll soon find out why the location is not featured prominently, by checking it out from the postcode on any number of mapping sites, although it’s fair to say that I may not feel determined enough to get that far.
So airport hoteliers, make it easy for travellers to find your property, including by the various public transport options. As an added service to prospective guests, I’d suggest featuring links to transport company web sites, so people can book tickets. And explain how long it takes to drive, or go by public transport, from the hotel to the airport terminal, and vice versa, not forgetting to give specific instructions about where people can pick up transport back to the hotel if they’re arriving at the airport terminal, as well.
Hotels on site at airports have a big advantage because of the convenience they offer. The zen-like calm of the magnificent Sofitel at London Heathrow Terminal 5 has triple glazing to ensure almost silent guest rooms and supremely comfortable beds. Although prices at on site hotels are usually on the high side, the comfort and convenience are definitely worth it. Just check out the reviews on Trip Advisor! On the other hand, I’m also a fan of the Yotel inside Gatwick South Terminal if you’re looking for a budget option. At Yotel Gatwick, spotless ensuite cabins for twin occupancy, as shown above, are priced at £80 per night, even if you are faced with a basement location and a machine based check in (although human assistance is available If you require assistance). Yotel can also be found also inside London Heathrow Terminal 4, and at Amsterdam Schipol; and in 2011 will open outside an airport for the first time. Yotel Times Square will be located at 10th Avenue and 42nd Street in Mahattan, NYC.
Parking
I’d guess that many people travel to airports by car, and, for them, parking is not only a major consideration, it can be a major expense as well. So airport hotels can often do well by offering some sort of ‘park and fly’ package, with on site storage an option to consider too, if space permits. If that’s not an option, at the very least, hotels should link their website to the airport operator’s parking information.
Facilities
Airport hotels are not usually thought to be places to linger longer than you have to! I don’t know about you, but I tend to anticipate not having a good night of sleep, so I almost certainly don’t arrive in the best frame of mind to enjoy one. This is the one circumstance when hoteliers can justifiably talk about the benefits of soundproofing and comfortable beds, as well as their spa facilities, computer facilities for online check in and printing of boarding passes ( sometimes forgotten in the last minute rush) and dining options. All are things that could encourage guests to arrive earlier and possibly spend more.
Talking of extra expense, I do think there’s an expectation that there will be a hospitality tray in all hotel guest rooms at airports; so that guests can make a decent cup of tea or coffee at a time that suits them, without additional cost. Nowadays when it’s even possible to puchase sachets of instant Cappucino or Latte, and caffeine free Redbush tea, I’m always a bit disappointed that, in my experience, more exotic or healthy choices of beverage never (yet) seem to be on offer. Can anyone tell me why? In desperation I’ve started to take my own sachets of redbush tea and cappucino when I travel. Perhaps I’m alone on this?
Are you a business or organisation that needs help to boost accommodation sales, or secure more media coverage to improve awareness amongst prospective guests? Manifold Associates could help you by coming up with compelling ideas to encourage the world to beat a path to your door, or help people find you on the world wide web.
Visit our website for more information about what we have to offer, including what customers think about our services.
Until next time…
