Luxury Hotel Benchmarking Report by BluSky Marketing

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property, in comparison to 658 reviews (or 18% versus HGES) for the same properties during same ... Selected hotels secu
Luxury Hotel Benchmarking Report by BluSky Marketing

April to June 2013 www.bluskymarketing.com

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Luxury Hotel Benchmarking Report

Introduction Luxury & Boutique Hotels included

Colwick Hall

www.bluskymarketing.com

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Luxury Hotel Benchmarking Report

Introduction Overview • The Luxury Hotel Benchmarking Report is based on the results from luxury and boutique hotels 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 April to 30th June 2013 • 3,702 real guest reviews were secured during April to June 2013 or on average 247 per

property, in comparison to 658 reviews (or 18% versus HGES) for the same properties during same period on TripAdvisor • On average 4.8 negative reviews* (or 1.9% of HGES reviews) were captured in comparison to 2.3 negative reviews (or 5.3%) posted on TripAdvisor per property • There is no incentive offered to each guest to respond to the online survey www.bluskymarketing.com

* negative review = poor or very poor overall experience

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Luxury Hotel Benchmarking Report

Key Findings Overview • Best in class luxury & boutique hotels achieving 4.5 plus “Star Rating” • Excellent overall satisfaction drives repeat guests & WOM/recommendation • Previous (27%*) & WOM/Recommendation (21%*) key business drivers • “Search” & “Hotel Website” grown from 18% last quarter to 24% this quarter (+6%) • Trip Advisor Business Listing drives* 6.4% of enquiries versus 2.3% for hotels without a Trip Advisor Business Listing, on average • Selected hotels securing upto 4% via Email Marketing • Social Media still accounts for