Biscuits vital for adding value to a hotel stay, survey finds

With two in three UK travellers planning a ‘staycation’ this summer, new insight from Border Biscuits has highlighted the importance of the little details.

The research, commissioned by the Lanarkshire-based, independently owned business, shows that customers are more discerning and in need of reassurance than ever. Concerns over hygiene rank as highly as location and comfort in the consumer mindset.

Border Biscuits suggests that operators shouldn’t look to trade down on key elements like premium complimentary biscuits, the importance of which is highlighted by the fact that 88% of British consumers say they directly link the quality of the biscuit offer to the quality of the establishment.

Good biscuits come a close third behind free WiFi and toiletries (ranked first and second, respectively) in adding the most value to a stay.

Of consumers surveyed, 90% said they would actively search out the reassurance of premium British brands upon arrival, while 62% felt that a hygienic, mini portion pack of biscuits would create the best first impression.

Border Biscuits’ marketing manager, Suzie Carlaw, commented: “In this new world where we have learned to really savour and appreciate life’s little joys, we’re demonstrating the power of small but premium touches in crafting the perfect first impression.

"Our research confirms that great biscuits can help define a great stay, with perfect portion packs helping to reassure customers and inviting repeat custom. We’re proud to be able to offer accommodation providers a helping hand and one less thing to worry over as they prepare once again to offer up a world-class welcome.”

Border Biscuits is offering exclusive deals on cases of 100 of its Classic Recipes range of biscuits. Flavours include Light & Buttery Viennese Whirls, Divinely Chocolatey Cookies and Golden Oat Crumbles. Operators should check with their local wholesaler for current Border Biscuits deals.