lodging research. 1.91% have cable or satellite service at home 2.62% have flat screen televisions...
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Lodging Research
1. 91% have cable or satellite service at home
2. 62% have flat screen televisions
3. 52% receive high definition programming
4. 46% have DVR/TiVO at home
5. 44% have HBO
6. Approximately 6 overnight trips annually
Profile of a “Typical” Traveler
Source: 2010 Decision Analyst, Inc.
Premium Channels Are Important Entertainment Options
Premium ChannelsHigh Speed Internet PPV Movies
Source: 2010 Decision Analyst, Inc.
After Broadcast Networks,Guests Prefer Premium Channels
25%
37%
17%
22%
Source: 2010 Decision Analyst, Inc.
Guests Watch HBO More Than Other Premium Channels
Source: 2010 Decision Analyst, Inc.
HBO SHOWTIME STARZ!
92%
45%
23%
Source: 2010 Decision Analyst, Inc.
Guests Prefer HBOOver Showtime and Starz!
SHOWTIMEHBO STARZ!
% o
f R
esp
ondents 63%
15%11%
Source: 2010 Decision Analyst, Inc.
Travelers Use In Room Entertainment Products
Percent of Respondents
91%
74%
70%
45%
31%
21%
Broadcast Networks
Premium Channels
High Speed Internet
Free On-Demand Channels
High Definition Channels
Pay-Per View
Cable Channels
91%
Extremely Interested
Very Interested
SomewhatInterested
Not VeryInterested
25%
27%
9%
5%
Percent of Respondents
Travelers are Interested in HBO On-Demand
Not at all Interested
34%
Source: 2010 Decision Analyst, Inc.
<=99 100-199 200-299
300-399 >=400* Universe (4.85 M)**
2009 2010
# of Rooms
HBO Penetration in the Lodging Industry by Property Size
81%
83%
81%
82%
Source: 2010 Decision Analyst, Inc.
1. 69% of guests questioned said having HBO makes their stay more enjoyable.
2. 60% said they think better of a hotel if it provides HBO in their room.
3. 50% of travelers said they are disappointed when a hotel does not offer HBO.
4. 50% said they are more likely to return to a hotel that offers HBO.
5. 26% would consider staying at another hotel if a chain does not offer HBO
HBO Adds the Most Value
Source: 2010 Decision Analyst, Inc.
What Guests Are Watching
Percent of Respondents
Original Comedy/Drama Series
Original Movies/Mini Series
Sports Programming/Boxing
Special Events/Comedy/Live Concerts
Family/Children’s Programming
Adult/Late Night Entertainment
Documentaries
Box Office Hits/Theatrical Movies
84%
71%
57%
57%
56%
55%
27%
76%
More US Hotel Rooms Have HBO
21% Non HBO Rooms
79% HBO Rooms
Source: HBO PROP Database, April, 2010; STR Global, March 2010
More Hotels Offer HBO Than Any Other Premium Movie Channel
HBO
SHOWTIME
STARZ!
79%
6%
18%
Source: 2010 Lodging Hospitality Premium Channel Study
Hotel Managers Agree: Guests Prefer HBO
HBO
SHOWTIME
STARZ!
OTHER
76%
4%
6%
1%
Source: 2010 Lodging Hospitality Premium Channel Study
Hotel Managers Agree HBO has Best Return-on-Investment*
*19% of respondents answered “Other” or not at allSource: 2010 Lodging Hospitality Premium Channel Study
HBO SHOWTIME STARZ!
73%
6%2%
Guest Request is the Top Reason When Choosing a Premium Channel
Source: 2010 Lodging Hospitality Premium Channel Study
Guest Request
Cost Name Recognition
37%
25%
10%9%
7%
Variety ofProgramming
BrandRecognition
Guests Are Interested in High-Definition and Video On-Demand
Video On-Demand
DVR or Tivo
HDProgramming 43%
40%
Source: 2010 Decision Analyst, Inc.
19%
Personal Electronic Devices Have Little Affect on Hotel Managers Buying Decisions
Decreased Premium Channel
Availability
Eliminate Premium Channel
Availability
No Impact 43%
6%
2%
81%
*12% of respondents answered were “Other” or not at all.Source: 2010 Lodging Hospitality Premium Channel Study
• “Guests Ask For it”
• “Best Content”
• “It is more family friendly than a lot of others [premium channels]”
• “Guests Love it”
• “[it has the] best programming”
• “It is the most popular and requested”
• “Best variety of programming and movies”
• “It has become a norm in the hotel industry”
Hotel Managers Choose HBO Because…
Questions: If you could only pick one premium channel, which would it be? Why?Source: 2010 Lodging Hospitality Premium Channel Study
Hotel Managers Say HBO has the Best ROI Because…
Questions: Which premium channel do you feel is the best return on your investment? Source: 2010 Lodging Hospitality Premium Channel Study
• [Guests] see HBO like they see coffee makers and irons. Standard equipment.
•
Variety of quality shows
•
Guests always ask for HBO
•
Name Recognition
•
Guest Expectation
•
Value
•
Best original programming
•
Content is milder and better suited for guests who may have children staying or visiting in their rooms