Prepared for what lies ahead in tourism
Stay up-to-date with current, independent statistics and information on tourism in the Alpine region.
Gäste empfinden familiengeführte Hotels als besonders gastfreundlich, persönlich und vertrauenswürdig.
Ein klarer Hinweis auf den Familienbetrieb – etwa im Slogan – wirkt stärker als bloße Bilder.
Das Image als Familienunternehmen steigert die Bereitschaft zur Weiterempfehlung und zur Zahlung eines höheren Preises.
Die Online-Kommunikation familiärer Werte ist ein wirkungsvolles Branding-Element – solange sie authentisch bleibt.
Summary of this study
So far, research has not considered the status of family businesses as a source of competitive advantage for the hotel industry, although it is often used in practice to attract customers. This study therefore conducted experiments with fictitious hotel websites and participants of a German online panel (Austria's largest source market) to investigate the effectiveness of family business brand signals.
The results confirm the positive effects of communicating the family business image on consumer response. This can be seen in particular through increased word of mouth, increased willingness to pay a price premium or a greater intention to book. The authors emphasize that these effects can be explained by the perceived hospitality.
Findings from this study
- Consumers associate hotels that present themselves as family businesses with a higher level of hospitality, which makes them feel welcome, cared for, safe and important.
- Hospitality is identified as a core active component of the hotel industry and a potential competitive advantage. For family-run hotels, underlining their hospitality and commitment to guest wellbeing is a crucial element of branding and a way to create memorable experiences. It is the "human touch" that makes the service special.
- The study shows that the family business image and perceived hospitality can be successfully communicated online. The research found that a specific slogan referring to the family business is more effective in signaling family business status than just pictorial representations of the family. This is particularly relevant as the first interaction with potential guests often takes place online.
- Family-run hotels can strategically leverage their unique status by communicating their family business image. This allows them to minimize customer uncertainties about service quality and benefit from positive associations such as trustworthiness, commitment and authenticity. However, it should be noted that over-emphasizing the family aspect may also deter guests seeking anonymity.