A Study of Preferences of Business Female Travelers on the Selection of Accommodation

Female business traveler has become one of the major markets for the hotel industry. Hotels have put an enormous amount of efforts in improving the hotel services to meet the needs of these growing markets. However, a fast growing sub-segment of the market — business female traveler — has not been receiving special attention on their preferences of product needs. This study, surveyed 150 female working adults in Malaysia, to determine that solo business female travelers tend to be younger, unmarried and engage in personal leisure activities. According to the survey, safety and location are the main concern areas when selecting a hotel. It is concluded that female business traveler requirements must be accommodated if hotels establishment with to attract this growing market. Based on a survey carried out by the travel industry in America in 2005, a total of 43 percent of American business travelers’ are female. In addition, a study on conducted by New York University identified the female business traveler as a ‘baby boomer’ with a college degree, who earns over $75,000 per year (Fields, 2006). Travel marketers and researcher have become aware of the potential of the female business traveler have begun addressing this segment. Female labor in Malaysia currently leading at 45.7 percent in the country total labor force; where there is a strong need to focus on this consumer groups (Ninth Malaysia Plan, 2006).