New website offers what women want

It takes a frequent traveller to know what he or she wants. No wonder then, after being one for the better part of 25 years, Cristina Emé knew precisely what needed to be done. More pertinently, she knew what a woman would want."No matter what kind of accommodation I stayed in, I saw faults that only a girl would notice," said Emé. It is from these missing pieces that she decided to launch her own hotel booking site, dressing it up with the feminine touch.Emé says the name and idea for the Ladyhotels.com portal, which launched on July 13, came about when she was working as a consultant on a project with a Scandinavian chain whose rooms focused on female travellers. "It became clear to me that there was such a large market from a travellers' point of view," said Emé.According to her, the needs of a female traveller concering accommodation are completely different from those of men. And as the number of female travellers rises, so does the need to provide them with the kind of accommodation they desire. Consumer spending accounts for two-thirds of the economy and women constitute 85 per cent of all consumer buying, which makes them a powerful audience. Emé's research shows women make the majority of travel-related decisions in a household and she is hoping to tap into this market. Ladyhotels.com offers a selection of hotels around the world along with services based on criteria a woman would prioritise when selecting accommodation. "Female consumers show a higher degree of loyalty and are willing to pay more for service and quality," said Emé. "Who would not be interested in a significant market segment with these characteristics?" A recent survey conducted by New York University's Centre for Hospitality, Tourism and Travel Administration showed female travellers placed a higher priority on service and location than rates.Men on the other hand prioritised location as their main factor. According to the National Travel Monitor, women look for safety, cleanliness, transportation, and simplification when booking accommodation. According to Emé, women also look for ‘comforts' such as full-length mirrors, spa services and a greater diversity of on-site restaurants. Along the same lines, they prefer the atmosphere of boutique hotels and distinctive hotel decors."In many cases what women want is that they like to be asked what their preferences are," said Emé. "Women will notice the small differences and additions more often than men such as if there are no skirt hangers." The website will offer on-line recommendations and booking services at hotels that live up to the specific requirements of women travellers. Emé is planning to launch an airlines offering in September.The service will be free unless a customer subscribes to be a diamond member. Exclusive members will be able to access personal preferences, such as having lilies placed in the room or a certain type of pillow made available.The site includes special rates and packages with women in mind. It also offers a ‘lady bag' for frequent travellers. "If you visit a town often, you may want to leave a number of personal products at a Lady Hotel of your choice," said Emé. "We deliver it in a little bag and we'll keep it for you until your next visit.""This is for women who care for their needs and know what they want." From / Gulf News