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Lodging Research

Lodging Research. Profile of a “Typical” Traveler. 91% have cable or satellite service at home 62% have flat screen televisions 3. 52% receive high definition programming 4. 46% have DVR/TiVO at home 5. 44% have HBO 6. Approximately 6 overnight trips annually.

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Lodging Research

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  1. Lodging Research

  2. Profile of a “Typical” Traveler • 91% have cable or satellite service at home • 62% have flat screen televisions • 3. 52% receive high definition programming • 4. 46% have DVR/TiVO at home • 5. 44% have HBO • 6. Approximately 6 overnight trips annually Source: 2010 Decision Analyst, Inc.

  3. Premium Channels Are Important Entertainment Options High Speed Internet Premium Channels PPV Movies Source: 2010 Decision Analyst, Inc.

  4. After Broadcast Networks, Guests Prefer Premium Channels 37% 25% 22% 17% Source: 2010 Decision Analyst, Inc.

  5. Guests Watch HBO More Than Other Premium Channels 92% 45% 23% HBO SHOWTIME STARZ! Source: 2010 Decision Analyst, Inc.

  6. Guests Prefer HBO Over Showtime and Starz! 63% % of Respondents 15% 11% HBO SHOWTIME STARZ! Source: 2010 Decision Analyst, Inc.

  7. Travelers Use In Room Entertainment Products Broadcast Networks 91% Cable Channels 91% Premium Channels 74% High Speed Internet 70% Free On-Demand Channels 45% High Definition Channels 31% Pay-Per View 21% Percent of Respondents Source: 2010 Decision Analyst, Inc.

  8. Travelers are Interested in HBO On-Demand 25% Extremely Interested Very Interested 27% Somewhat Interested 34% Not Very Interested 9% 5% Not at all Interested Percent of Respondents Source: 2010 Decision Analyst, Inc.

  9. HBO Penetration in the Lodging Industry by Property Size 83% 81% 81% 82% <=99 100-199 200-299 300-399 >=400* Universe (4.85 M)** # of Rooms 2009 2010 Source: HBO PROP Database, April, 2010 *Excluding Nevada gaming properties **STR Global, March 2010

  10. HBO Adds the Most Value 69% of guests questioned said having HBO makes their stay more enjoyable. 60% said they think better of a hotel if it provides HBO in their room. 50% of travelers said they are disappointed when a hotel does not offer HBO. 50% said they are more likely to return to a hotel that offers HBO. 26% would consider staying at another hotel if a chain does not offer HBO Source: 2010 Decision Analyst, Inc.

  11. What Guests Are Watching 84% Box Office Hits/Theatrical Movies 76% Original Comedy/Drama Series 71% Original Movies/Mini Series 57% Family/Children’s Programming 57% Documentaries Special Events/Comedy/Live Concerts 56% 55% Sports Programming/Boxing Adult/Late Night Entertainment 27% Percent of Respondents Source: 2010 Decision Analyst, Inc.

  12. More US Hotel Rooms Have HBO 21% Non HBO Rooms 79% HBO Rooms Source: HBO PROP Database, April, 2010; STR Global, March 2010

  13. More Hotels Offer HBO Than Any Other Premium Movie Channel HBO 79% SHOWTIME 18% 6% STARZ! Source: 2010 Lodging Hospitality Premium Channel Study

  14. Hotel Managers Agree: Guests Prefer HBO 76% HBO SHOWTIME 6% 4% OTHER STARZ! 1% Source: 2010 Lodging Hospitality Premium Channel Study

  15. Hotel Managers Agree HBO has Best Return-on-Investment* 73% 6% 2% HBO SHOWTIME STARZ! *19% of respondents answered “Other” or not at all Source: 2010 Lodging Hospitality Premium Channel Study

  16. Guest Request is the Top Reason When Choosing a Premium Channel 37% 25% 10% 9% 7% Guest Request Cost Name Recognition Brand Recognition Variety of Programming Source: 2010 Lodging Hospitality Premium Channel Study

  17. Guests Are Interested in High-Definition and Video On-Demand HD Programming 43% Video On-Demand 40% 19% DVR or Tivo Source: 2010 Decision Analyst, Inc.

  18. Personal Electronic Devices Have Little Affect on Hotel Managers Buying Decisions 43% No Impact 81% Decreased Premium Channel Availability 6% Eliminate Premium Channel Availability 2% *12% of respondents answered were “Other” or not at all. Source: 2010 Lodging Hospitality Premium Channel Study

  19. Hotel Managers Choose HBO Because… • “Guests Ask For it” • “Best Content” • “It is more family friendly than a lot of others [premium channels]” • “Guests Love it” • “[it has the] best programming” • “It is the most popular and requested” • “Best variety of programming and movies” • “It has become a norm in the hotel industry” Questions: If you could only pick one premium channel, which would it be? Why? Source: 2010 Lodging Hospitality Premium Channel Study

  20. Hotel Managers Say HBO has the Best ROI Because… • [Guests] see HBO like they see coffee makers and irons. • Standard equipment. • Variety of quality shows • Guests always ask for HBO • Name Recognition • Guest Expectation • Value • Best original programming • Content is milder and better suited for guests who may • have children staying or visiting in their rooms Questions: Which premium channel do you feel is the best return on your investment? Source: 2010 Lodging Hospitality Premium Channel Study

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