5 th Luxury Hotel Benchmarking Report. by BluSky Marketing.

Transcription

1 5 th Luxury Hotel Benchmarking Report by BluSky Marketing October to December

2 Introduction Luxury & Boutique Hotels included 2

3 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 , 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 1 st October to 31 st December ,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 * negative review = poor or very poor overall experience 3

4 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 (* = average across all hotels included within Luxury Hotel Benchmarking Report) 4

5 Guest Satisfaction Average (Star Rating) How would you rate your overall satisfaction with? 5 = Excellent 4 = Good 3 = Fair 2 = Poor 1 = Very Poor = Below average star rating 5

6 Guest Awareness How did you hear about us? Please note: does not equal 100% as guests can choose multiple options 6

7 Hotel Booking Method How did you make your reservation? 7

8 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% XX% = Stayed Previously + WOM/Recommendation 8

9 Guest Future Intentions How likely are you to stay at in the future? 9

10 Guest Future Intentions How likely are you to recommend... to your friends and/or colleagues? 10

11 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% XX% = Stayed Previously + WOM/Recommendation 11

12 Dining Experience Food Service Overall Dining Experience - Excellent Rating % Per 12

13 Guest Expectations How did your experience with us meet with your expectations? 13

14 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 14

15 Contact Information Hotel Guest Experience Surveys Contact: Chris Larsen, Managing Director, BluSky Marketing Limited T: +44 (0) W: Click Here to Download Brochure 15