Each participating luxury or boutique hotel invites their respective hotel guests to respond to their recent experience
5th Luxury Hotel Benchmarking Report
5th Luxury Hotel Benchmarking Report by BluSky Marketing
October to December 2013 www.bluskymarketing.com/hotel-guest-experience-surveys
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5th Luxury Hotel Benchmarking Report
Introduction Luxury & Boutique Hotels included
www.bluskymarketing.com/hotel-guest-experience-surveys
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5th Luxury Hotel Benchmarking Report
Introduction Overview • The Luxury Hotel Benchmarking Report is based on the results from 15 luxury and boutique hotelsⁱ participating within the online hotel guest experience survey (HGES) programme independently managed by BluSky Marketing • Each participating luxury or boutique hotel invites their respective hotel guests to respond to their recent experience via email, with a link to the online survey • The results within the report are based on Real Reviews by Real Guests • The online hotel guest experience survey results included within the report covers the period from 1st October to 31st December 2013 • 3,882 real guest reviews were secured during October to December 2013 or on average 259
per property, in comparison to 623 reviews (or 16% versus HGES) for the same properties during the same period on TripAdvisor • On average 3.4 negative reviews* (or 1.3% of HGES reviews) were captured in comparison to 2 negative reviews (or 4.8%) posted on TripAdvisor per property
• There is no incentive offered to each guest to respond to the online survey ⁱ Hotels only included with a minimum response of 70 for this quarter
www.bluskymarketing.com/hotel-guest-experience-surveys
* negative review = poor or very poor overall experience
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5th Luxury Hotel Benchmarking Report
Key Findings Overview • Best in class luxury & boutique hotels achieving 4.8 plus “Star Rating” (up 0.1 versus Q3) • Average “Star Rating” up from 4.44 last quarter to 4.53 this quarter • Majority of hotels improved “Star Rating” performance versus last quarter • Previous (27%*) & WOM/Recommendation (21%*) key business drivers
• Excellent overall satisfaction drives repeat guests & WOM/Recommendation awareness • Search & Hotel Website continues to drive 22%* of hotel awareness • Social Media has only grown from 0% to 1%* versus the same quarter in 2012 • Is social media a sales driver or PR medium? Are hotels leveraging this new platform effectively or are guest relating social media awareness to WOM/Recommendation? • Called Direct (49%*) & Hotel Website (20%*) key reservation preferences by luxury guests • Selected hotels securing up to 34% via other websites (e.g. booking.com)
• Selected hotels securing up to 184 Christmas leads per annum via hotel survey programme
www.bluskymarketing.com/hotel-guest-experience-surveys
(* = average across all hotels included within Luxury Hotel Benchmarking Report)
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5th Luxury Hotel Benchmarking Report
Guest Satisfaction Average (Star Rating) How would you rate your overall satisfaction with…? 5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very Poor
4.5
= Below average star rating
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Guest Awareness How did you hear about us? 4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
Please note: does not equal 100% as guests can choose multiple options
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5th Luxury Hotel Benchmarking Report
Hotel Booking Method How did you make your reservation? 4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
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5th Luxury Hotel Benchmarking Report
Guest Satisfaction Overview How would you rate your overall satisfaction with…?
48%
62%
37%
42%
42%
37%
33%
37%
59%
27%
67%
51%
57%
65%
50%
60%
4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
XX% = “Stayed Previously” + “WOM/Recommendation”
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Guest Future Intentions How likely are you to stay at …… in the future?
4.5
4.8
(80)
4.3
(70)
4.4
(236)
4.8
(176)
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Guest Future Intentions How likely are you to recommend ..... to your friends and/or colleagues?
4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Net Promoter Score How would you rate your overall satisfaction with…? Net Promoter Score measures the loyalty that exists between the hotel and a guest 48%
62%
37%
42%
42%
37%
33%
37%
59%
27%
67%
51%
57%
65%
50%
60%
4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
XX% = “Stayed Previously” + “WOM/Recommendation”
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Dining Experience Food | Service | Overall Dining Experience - “Excellent” Rating % Per
4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Guest Expectations How did your experience with us meet with your expectations?
4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Christmas Leads (no. per annum) Would you like to receive any further information…? Request for additional information regarding Christmas adjusted per hotel based on 50 room property, and annualised 4.5
4.8
4.3
4.4
4.8
4.5
4.6
4.4
4.7
4.6
4.8
4.3
4.2
4.5
4.5
4.6
(80)
(70)
(236)
(176)
(594)
(516)
(109)
(387)
(151)
(563)
(143)
(410)
(204)
(158)
(85)
www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2013)
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5th Luxury Hotel Benchmarking Report
Contact Information Hotel Guest Experience Surveys
Contact: Chris Larsen, Managing Director, BluSky Marketing Limited T: +44 (0)1572 420 012 E:
[email protected]: W: www.bluskymarketing.com Click Here to Download Brochure www.bluskymarketing.com/hotel-guest-experience-surveys
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