Influence of Branded Luxury Guestroom Amenities on Guests’ Hotel Buying Decisions: A Case of Five-star Hotels in Delhi

Abstract

This study aims to determine whether the branded luxury guestroom amenities provided in five-star hotels of Delhi influence the guest's hotel purchase decisions. It also identified the amenities which are found to be most and least influential in affecting the guest's hotel selection and purchase behaviour. The study was conducted in the three upscale five-star hotels of Delhi. The selection of amenities and brands to be considered as luxury was based upon three focus group interviews with the room's division manager of the hotels. A structured questionnaire was drafted to identify the most and least useful hotel amenities among the respondents, influencing their hotel selection and purchase behaviours. Wi-Fi in the guestroom was found to be the most valuable amenity, with stationery items regarded as least valuable. It was also found that the guest's hotel selection and purchase decisions were significantly influenced when luxury branded amenities were placed in the guestroom. Guests were even found to pay extra when the hotel provided access to luxury branded amenities in the guestrooms. This is a novel attempt to find how the guests' hotel selection and purchase intentions are influenced by the placement of branded luxury amenities in guestrooms.

Citation

Gupta, V. and Dixit, S.K. (2022), "Influence of Branded Luxury Guestroom Amenities on Guests’ Hotel Buying Decisions: A Case of Five-star Hotels in Delhi", Kotur, A.S. and Dixit, S.K. (Ed.) The Emerald Handbook of Luxury Management for Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 305-319. https://doi.org/10.1108/978-1-83982-900-020211015