6th luxury hotel benchmarking report Q1 2014 BluSky Marketing
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Transcript of 6th luxury hotel benchmarking report Q1 2014 BluSky Marketing
6th Luxury Hotel Benchmarking Report
1 http://www.bluskymarketing.com/hotel-guest-experience-surveys
6th Luxury Hotel Benchmarking Report
by BluSky Marketing
January to March 2014
6th Luxury Hotel Benchmarking Report
2 http://www.bluskymarketing.com/hotel-guest-experience-surveys
Introduction
Luxury & Boutique Hotels included
6th Luxury Hotel Benchmarking Report
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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 January to 31st March 2014
• 3,337 real guest reviews were secured during January to March 2014 or on average 222
per property, in comparison to 670 reviews (or 20% versus HGES) for the same properties
during the same period on TripAdvisor
• On average 0.9 negative reviews* (or 0.4% of HGES reviews) were captured in
comparison to 1.5 negative reviews (or 3.2%) posted on TripAdvisor per property
• There is no incentive offered to each guest to respond to the online survey
* negative review = poor or very poor overall experience
ⁱ Hotels only included with a minimum response of 70 for this quarter
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Key Findings
Overview
• Best in class luxury & boutique hotels achieving 4.9 plus “Star Rating” (up 0.1 versus Q4’13)
• Average “Star Rating” up from 4.53 last quarter to 4.68 this quarter
• Majority of hotels continue to improve “Star Rating” performance versus last quarter
• Previous (31%*) & WOM/Recommendation (22%*) key business drivers (up 5% versus Q4’13)
• Some hotels achieving upto 40% awareness via WOM/Recommendation
• Excellent overall satisfaction drives repeat guests & WOM/Recommendation awareness
• Search & Hotel Website continues to drive 25%* of hotel awareness (up from 22% last quarter)
• Some hotels achieving upto 54% awareness via search & hotel website
• Trip Advisor has grown from 3% to 5% of awareness, for some hotels upto 14% of bookings
• Social Media has dropped for this quarter to 0.5%* down from 1% last quarter
• Called Direct (63%*) & Hotel Website (25%*) key reservation preferences by luxury guests
• Reservations via Called Direct & Hotel Website up by 19% versus last quarter
• Other Website has dropped from 12% last quarter to 1% this quarter
• Significant decline in both HGES & TripAdvisor negative reviews for participating hotels
(* = average across all hotels included within Luxury Hotel Benchmarking Report)
5th Luxury Hotel Benchmarking Report
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5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very Poor
How would you rate your overall satisfaction with…?
Guest Satisfaction Average (Star Rating)
= Below average star rating
= Average | (= No. of responses January to March 2014)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
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Guest Awareness
How did you hear about us?
Please note: does not equal 100% as guests can choose multiple options
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
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Hotel Booking Method
How did you make your reservation?
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
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Guest Satisfaction Overview
How would you rate your overall satisfaction with…?
XX% = “Stayed Previously” + “WOM/Recommendation”
56% 57% 28% 54% 57% 54% 35% 36% 52% 48% 67% 85% 53% 46% 47% 69%
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
= Average | (= No. of responses January to March 2014)
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Guest Future Intentions
How likely are you to stay at …… in the future?
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
= Average | (= No. of responses January to March 2014)
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Guest Future Intentions
How likely are you to recommend ..... to your friends and/or colleagues?
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
= Average | (= No. of responses January to March 2014)
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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
XX% = “Stayed Previously” + “WOM/Recommendation”
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
= Average | (= No. of responses January to March 2014)
56% 57% 28% 54% 57% 54% 35% 36% 52% 48% 67% 85% 53% 46% 47% 69%
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Dining Experience
Food | Service | Overall Dining Experience - “Excellent” Rating % Per
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
= Average | (= No. of responses January to March 2014)
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Guest Expectations
How did your experience with us meet with your expectations?
(323) (198) (75) (589) (140) (88) (415) (95) (341) (460) (73) (119) (92) (139) (191)
4.7 4.6 4.8 4.8 4.8 4.5 4.9 4.6 4.7 4.7 4.7 4.9 4.7 4.4 4.5 4.7
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Guest Profile Overview
Why did you stay with us?
What is your gender?
Which of the following ranges
include your age?
Participating Hotels Total
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Contact Information
Hotel Guest Experience Surveys
Pricing: from £75+VAT | €75 (no Tax) or $99 (no Tax) per month flat fee
Contact: Chris Larsen, Managing Director, BluSky Marketing Limited
T: +44 (0)1572 420 012 E:[email protected]: W: www.bluskymarketing.com