With two in three UK travellers planning a ‘staycation’ this summer, new consumer insight* from Border Biscuits is highlighting the opportunity for hard hit accommodation providers to improve profitability and craft a long lasting first impression by not neglecting important little details.
The research, commissioned by the Lanarkshire-based, independently owned business, demonstrates that in a post Covid-19 world, potential customers are more discerning and in need of reassurance than ever.
Concerns over hygiene rank as highly as location and comfort in the consumer mindset – in short, making a great first impression has never been more vital.
Border Biscuits suggests that in the race for great reviews and repeat spend, operators shouldn’t look to trade down on key elements like premium complimentary biscuits, the importance of which is highlighted by the startling fact that 88% of already-biscuit-obsessed British consumers say they directly link the quality of the biscuit offer to the quality of the establishment**.
Cementing this notion, good biscuits come a close third behind free WiFi and toiletries (ranked first and second, respectively) in adding the most value to a stay.
With the trend for ‘localism’ playing such a large part in people’s post Covid-19 purchasing decisions^, 90% of consumers say they would actively search out the reassurance of premium British brands upon arrival.
The majority of consumers (60%) chose Border’s exceptional quality biscuits from a list of five top ranking premium brands as the one they trust the most, while 62% felt that a hygienic, mini portion pack of Border Biscuits would create the best first impression upon arrival.
Allied to this, 60% of respondents agreed that the presence of Border Biscuits would help drive repeat visits and positive recommendations.
In light of the new research, and to help operators swiftly navigate the road to recovery, Border Biscuits is offering up exclusive deals on cases of 100 of its Classic Recipes range of exceptional quality, crafted biscuits.
Flavours include customer favourites Light & Buttery Viennese Whirls, Divinely Chocolatey Cookies as well as Golden Oat Crumbles. Operators should check with their local wholesaler for current Border Biscuits deals.
Border Biscuits’ Marketing Manager, Suzie Carlaw commented: “In this new world where we have learned to really savour and appreciate life’s little joys, we’re demonstrating the power of small but premium touches in crafting the perfect first impression.
“Our research confirms that great biscuits can help define a great stay, with perfect portion packs helping to reassure customers and inviting repeat custom. We’re proud to be able to offer accommodation providers a helping hand and one less thing to worry over as they prepare once again to offer up a world-class welcome.”
*Toluna 2020 (300 consumers)
** Cambridge Direction February 2017 (1,038 consumers)
^Kantar Worldpanel 2020
