MGallery by Sofitel has worked with global marketing research company IPSOS to conduct a global in-depth survey to understand guests’ habits and what they want to see and experience in hotels.
A key result of the survey was that 86 percent of female travellers want a hospitality program designed specifically for them, leading to the launch of MGallery by Sofitel‘s Inspired by Her initiative, which focuses on the needs of women when they are travelling.
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According to the survey, 73 percent of women surveyed said they often forget to pack an essential item and don’t realise they’ve left it behind until they get to the hotel. As a result, through Inspired by Her all MGallery hotels offer emergency kits which include complimentary beauty items, makeup remover, nail polish remover, hair ties and pins, moisturizer, sunscreen, stockings and more.
Women also stated they want quality hairdryers and good bathroom lighting when staying at a hotel – all MGallery hotels in the Pacific now have quality hairdryers and makeup mirrors available.
“Over 80 percent of guests in our MGallery by Sofitel hotels in Australia are female, so it was important for us to bring in feminine touches to enrich the guest experience, and the Inspired by Her program certainly does that,” says Bridie Commerford, vice president of Marketing, Communications and Guest Relations for AccorHotels Pacific. “Having listened to what women want, we are extremely proud to be launching the Inspired by Her program across our network. Eight out of 10 men surveyed also told us that they were supportive of a female orientated hospitality program.
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As part of the Inspired by Her program, MGallery hotels in Australia have also added light and healthy menu items in restaurants and a number of dishes have been created specifically around inspiring females. Signature cocktails have also been created ‘with her in mind’ with floral creations, Champagne, and muddled fruit a feature. An elegant teapot service has also been created for guests. On request, a staff member will deliver a specially brewed pot of tea to the room.
Other key insights from the global survey found that wellbeing experiences top the list of ‘Memorable Moments’ women want to have, while the top 5 feminine touch items women like in a hotel are fresh flowers, fragrance, quality bedding, and materials, and attention to service detail.
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