9th Luxury Hotel Benchmarking Report by BluSky Marketing

9th Luxury Hotel Benchmarking Report

9th Luxury Hotel Benchmarking Report by BluSky Marketing

October to December 2014 http://www.bluskymarketing.com/hotel-guest-experience-surveys

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Introduction Luxury & Boutique Hotels included

http://www.bluskymarketing.com/hotel-guest-experience-surveys

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Introduction Overview • The Luxury Hotel Benchmarking Report is based on the results from the Top 10 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 guest 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 2014 • 2,440 real guest reviews were secured during October to December 2014 or on average 244 per property, in comparison to 492 reviews (or 20% versus HGES) for the same properties during the same period on TripAdvisor • On average 3.2 negative reviews* (or 1.3% of HGES reviews) were captured in

comparison to 3.5 negative reviews (or 7.1%, up from 7.0% Q3’14) posted on TA • There is no incentive offered to the guest to respond to the online survey ⁱ Hotels only included with a minimum response of 47 for this quarter


* negative review = poor or very poor overall experience

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Key Findings Overview • Best in class luxury & boutique hotels achieving 4.7 plus “Star Rating” (down v Q3’14) • Average “Star Rating” down from 4.63 last quarter to 4.52 this quarter • Previous (29%*) & WOM/Recommendation (24%*) key business drivers (up 3% v Q3’14) • Some hotels achieve upto 38% awareness via WOM/Recommendation • Excellent overall satisfaction drives repeat guests & WOM/Recommendation awareness • Search & Hotel Website continues to drive 22%* of hotel awareness (as per Q2’14 & Q3’14)

• Some hotels achieve upto 34% awareness via search & hotel website • Trip Advisor down slightly at 4%, versus 5% for the last three quarters • Social Media has increased slightly to 0.5% up from 0.3% for the last three quarters • Called Direct (59%*) & Hotel Website (29%*) key reservation preferences by luxury guests • Reservations via Called Direct & Hotel Website up by 8% versus last quarter

• Other Website has dropped from 3% last quarter to 2% this quarter • Guests 55 years plus account for 51% of all guest reviews, females contribute 53% of all reviews • Guest Surveys boost Positive TripAdvisor scores by 13%*, for some properties upto 42% • 265 requests* for “additional information”, 23% request for Special Offers http://www.bluskymarketing.com/hotel-guest-experience-surveys

(* = average across all hotels included within Luxury Hotel Benchmarking Report)

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Guest Satisfaction Average (Star Rating) How would you rate your overall satisfaction with…? 5.0 = Below average star rating

5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very Poor

4.8

versus last quarter

4.73

4.73 4.68

4.6

4.57 4.52

4.51 4.42

4.47

4.43

4.42

4.4 4.26 4.2 4.5

4.7

4.4

4.4

4.5

4.2

4.6

4.4

4.5

4.7

4.7

Average

Hotel A

Hotel B

Hotel C

Hotel D

Hotel E

Hotel F

Hotel G

Hotel H

Hotel I

Hotel J

(244)

(47)

(80)

(108)

(108)

(156)

(247)

(341)

(424)

(455)

(473)

4.0


= Average | (= No. of responses October to December 2014)

5


Guest Awareness How did you hear about us? 4.5

4.7

4.4

Previous

WOM/Rec.

4.5

4.4

Org Book.

Ad/Article

4.2

Search

4.6

Hotel Website

4.4

Email

4.5

4.7

4.7

Social Media

Other

35%

34%

37%

20%

22%

1%

0% 3%

Trip Adv.

100% 21% 29%

19%

13%

24%

30% 38%

42%

75%

12% 5%

36%

13% 1% 7%

27% 1% 3%

1%

4% 2% 4% 16%

1% 6%

25%

38% 24%

18%

25%

1%

21%

23%

50%

1%

13%

2% 4% 2% 0%

1% 1% 7%

7% 1% 4%

23%

3% 13%

19%

6%

5% 24%

5% 3%

16%

23%

5% 1%

7% 1% 5%

10%

7%

2% 1% 25%

17%

16%

36%

10% 4% 4% 3%

29%

9%

0%

21%

1% 1% 7% 4% 1% 3%

17% 10%

Average

Hotel A

Hotel B

Hotel C

Hotel D

Hotel E

Hotel F

Hotel G

Hotel H

Hotel I

Hotel J

(244)

(47)

(80)

(108)

(108)

(156)

(247)

(341)

(424)

(455)

(473)


Please note: does not equal 100% as guests can choose multiple options

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Hotel Booking Method How did you make your reservation? 4.5

4.7

4.4

4.4

4.5

4.2

4.6

4.4

4.5

4.7

4.7

65%

64%

100% Called Direct

Emailed Direct

Hotel Website

Other Website

Other 32%

75%

56%

53%

59%

59%

64%

57%

67%

74%

13%

50% 4% 9%

8%

5%

8% 42%

8%

5% 9%

12%

25% 29%

10%

13%

43% 34%

36%

36% 26% 21%

15%

0%

2% 2% Average (244)

Hotel A (47)

0% Hotel B (80)

1% Hotel C (108)

25% 10%

7% 8%

7% 0% Hotel D (108)


Hotel E (156)

Hotel F (247)

Hotel G (341)

Hotel H

1% Hotel I

Hotel J

(424)

(455)

(473)

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Guest Satisfaction Overview How would you rate your overall satisfaction with…? 100% Excellent

Good

80% 52%

60%

76%

65%

50%

33%

59%

56%

4.4

4.4

30%

32%

32%

49%

64%

47%

4.5

4.2

37%

62%

55%

57%

66%

57%

61%

76%

4.6

4.4

4.5

4.7

4.7

21%

19%

83% 4.5

4.7

40%

20%

26%

35% 26%

27%

32%

29%

12%

73%

76%

0% Average (244)

Hotel A (47)

Hotel B (80)

Hotel C

Hotel D

Hotel E

Hotel F

(108)

(108)

(156)

(247)

Hotel G

Hotel H

Hotel I

Hotel J

(341)

(424)

(455)

(473)

XX% = “Stayed Previously” + “WOM/Recommendation”



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Guest Future Intentions How likely are you to stay at …… in the future? 100% Yes Definitely

Yes

80%

60% 53%

66%

44%

42%

47% 55%

41%

51%

51%

67%

69%

40% 4.5

4.7

4.4

4.4

4.5

4.2

4.6

4.4

4.5

4.7

4.7

20% 25%

24%

29%

28%

30%

19%

15%

25%

28%

20%

19%

Hotel H

Hotel I

Hotel J

(424)

(455)

(473)

0% Average (244)

Hotel A (47)

Hotel B (80)

Hotel C (108)

Hotel D (108)


Hotel E (156)

Hotel F (247)

Hotel G (341)


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Guest Future Intentions How likely are you to recommend ..... to your friends and/or colleagues? 100% Yes Definitely

Yes

80%

60% 59%

75%

51%

4.7

4.4

4.4

28%

27%

48%

60%

44%

4.5

4.2

60%

52%

57%

74%

4.6

4.4

4.5

4.7

4.7

19%

18%

73%

40% 4.5

20% 25%

24%

32%

27%

30%

27%

15% 0% Average (244)

Hotel A (47)

Hotel B (80)

Hotel C

Hotel D

Hotel E

Hotel F

(108)

(108)

(156)

(247)


Hotel G

Hotel H

Hotel I

Hotel J

(341)

(424)

(455)

(473)


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Net Promoter Score How would you rate your overall satisfaction with…? 100% Net Promoter Score measures the loyalty that exists between the hotel and a guest

80%

60% 73% 40%

80%

73% 54%

56%

49%

20%

59%

44%

46%

53%

29% 4.5

4.7

4.4

4.4

4.5

4.2

4.6

4.4

4.5

4.7

4.7

Average

Hotel A

Hotel B

Hotel C

Hotel D

Hotel E

Hotel F

Hotel G

Hotel H

Hotel I

Hotel J

(108)

(108)

(156)

(247)

(341)

(424)

(455)

(473)

0% (244)

(47)

(80)

XX% = “Stayed Previously” + “WOM/Recommendation”



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Dining Experience Food | Service | Overall Dining Experience - “Excellent” Rating % Per 300% 4.5

4.7

4.4

4.4

4.5

4.2

4.6

4.4

Service

Overall

4.5

4.7

4.7

250% Food

97% 200%

150%

81%

67%

51%

55%

75%

81%

70%

65%

57%

69%

34%

57%

44%

68%

65%

53%

52% 89%

63%

53% 81%

50%

64%

71% 95%

100%

65%

70%

54%

69%

61%

71%

44%

47%

Hotel G

Hotel H

Hotel I

Hotel J

(341)

(424)

(455)

(473)

0% Average (244)

Hotel A (47)

Hotel B (80)

Hotel C

Hotel D

Hotel E

Hotel F

(108)

(108)

(156)

(247)



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Guest Expectations How did your experience with us meet with your expectations? 100% Exceeded

Met

Fell Below

39%

80% 48%

41%

47%

40%

47%

43%

48%

55%

55%

4.7

4.7

39%

35%

68% 60%

4.5

4.7

40%

4.4

4.4

42%

37%

4.2

4.6

43% 39%

39%

20%

4.5

40%

4.4

42%

4.5

40%

28% 13%

0% Average (244)

19%

22%

14%

17%

5% Hotel A (47)

Hotel B (80)

13%

15% Hotel G

Hotel H

Hotel I

Hotel J

(341)

(424)

(455)

(473)

Hotel C

Hotel D

Hotel E

Hotel F

(108)

(108)

(156)

(247)


12%

6%

11%

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TripAdvisor Boost Guest Survey Incremental Positive Reviews (4 or 5 Star) Analysis based on bitly tracking from HGES survey per property to TA review page, and assumption that only 50% complete TA review. Positive TA reviews include Afternoon Tea.

100% Positive TA Reviews less HGES Contribution 80%

4.5

4.7

4.4

4.4

4.5

HGES Postive TA Reviews Contribution

4.2

4.6

4.4

4.5

4.7

4.7

58% 87%

79%

79%

93%

96%

94%

42% 13%

0% Average (244)

93%

97%

40%

20% 21%

21%

7% Hotel A (47)

Hotel B (80)

84%

Not Activated

60%

4%

6%

Hotel C

Hotel D

Hotel E

Hotel F

(108)

(108)

(156)

(247)


3%

0%

16% 7%

Hotel G

Hotel H

Hotel I

Hotel J

(341)

(424)

(455)

(473)

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Data Capture Would you like to receive any further information regarding…?

Top 10 Hotels Average

Hotel Example

2,652 Total Information Requests

265 Average Information Requests

1%

2

Xmas 7%

Xmas Special Offers

19

19%

Special Offers

49 60

23%

Spa & Relaxation Spa & Relaxation

10%

1%

Accommodation

News & Events

2

26

News & Events

Accommodation 36

14% 27%

71

Dining

Dining

Special Offers

Accomodation

Dining

News & Events

Special Offers

Accomodation

Dining

News & Events

Weddings

Spa & Relaxation

Business

Christmas

Weddings

Spa & Relaxation

Business

Christmas


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Guest Profile Why did you stay with us?

Which of the following ranges include your age? 2% 15%

5%

12%

16%

23%

21%

28%

Under 18

11%

18-24

25-34

35-44

45-54

55-64

65+

61%

What is your gender? 3% 4%

53%

Leisure

Business/Meeting/Corporate

Wedding

Spa Break

Private Celebration

Other Male


47%

Female

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Contact Information Hotel Guest Experience Surveys

Pricing from: £75 + VAT, €75 or USD$99 per month capped fee or upfront discount Contact: Chris Larsen, Managing Director, BluSky Marketing Limited T: +44 (0)1572 420 012 E:[email protected]: W: www.bluskymarketing.com http://www.bluskymarketing.com/hotel-guest-experience-surveys

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