|Treat Women Like the Angels They Are.|
By Web in Travel
Monday, 14th May 2012
Emilie Couton, director of hotel solutions for Accor Asia Pacific, started her presentation by asking the audience if they felt women were more like angels or devils as customers.
When the majority said “devils”, she smiled and said that perhaps by the end of her speech, they’d change their minds.
Left: Emilie Couton
Firstly though she laid the landscape, showing that women were, if not angels or devils, definitely power consumers.
She cited statistics such as “85% of all brand purchases are made by women”, “58% of social media users are women” and “92% pass along information to others”.
On Twitter, women tend to have more followers and tweets more than men.
But the most important reason why brands should target women is because “women give higher satisfaction scores”, based on research conducted by Accor on their customers.
“The Net Promoter Score given by women is more than three points higher than men,” said Couton.
In her earlier presentation, Accor Advantage Plus CEO Louise Daley also shared data (below) that showed that women tended to give higher ratings to hotel services than men.
For women, what was more important beyond the specific service or amenity, was the “overall emotional effect”, said Couton.