by BluSky Marketing January to March 2013 1
Introduction Luxury & Boutique Hotels included 2
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 programme independently managed by BluSky Marketing The results within the report are based on real reviews by real guests 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 hotel guest experience survey results included within the report cover the period from 1 st January to 31 st March 2013 There is no incentive offered to each guest to respond to the online survey 3
Key Findings Overview Best in class luxury & boutique hotels achieving 4.6 plus Star Rating Excellent overall satisfaction drives repeat guests & WOM/recommendation Previous (3*) & WOM/recommendation (2*) key business drivers Selected hotels securing upto 28% via search, or upto 8% via TripAdvisor Called direct (47%*) & website (17%*) key reservation preferences by guests Selected hotels securing upto 26% via other websites (e.g. booking.com) Dining experience (quality of food & service) and exceeding guests expectations contributes significantly to overall guest experience and Star Rating Selected hotels securing upto 6 response rate, or alternatively upto 700 responses per quarter, without incentive to complete guest experience survey (* = average across all hotels included within Luxury Hotel Benchmarking Report) 4
Guest Satisfaction Average (Star Rating) How would you rate your overall satisfaction with? 4.8 4.7 4.6 5 = Excellent 4 = Good 3 = Fair 2 = Poor 1 = Very Poor 4.63 4.72 4.71 4.72 4.70 4.58 4.5 4.4 4.5 4.41 4.38 4.47 4.3 4.2 4.29 4.24 4.18 4.1 4.0 3.9 = Average (= no. Responses January to March 2013) 5
Guest Awareness How did you hear about us? 12 Previous WOM/Rec. Org Book. Ad/Article Search www Email Trip Adv. Social Media Other 10 7 5 2 3 2 3 24% 37% 54% 2 41% 2 24% 4% 4% 39% 4 4% 1 13% 4% 9% 16% 18% 17% 3% 3% 2 1% 7% 4% 1 37% 1% 1% 23% 4% 2 1 1 1 11% 1 14% 1 8% 28% 7% 24% 1 1 43% 3 13% 36% 6 19% 1 3% 6% 1% 28% 14% 16% 16% 1% 1% 3% 8% 5 9% 8% 1% 3% 1% 28% 2 1 1 Please note: does not equal 10 as guests can choose multiple options 6
Guest Awareness How did you make your reservation? 10 Called Direct Emailed Direct WWW Other Website Other 17% 16% 7 5 2 3 47% 4 1 11% 49% 5 51% 5 61% 58% 63% 68% 2 6% 17% 29% 1 11% 1 14% 16% 14% 8% 2 1 17% 14% 11% 23% 8% 8% 1 26% 13% 1 23% 21% 14% 16% 23% 36% 16% 19% 13% 24% 11% 2 9% 1 1 18% 3% 14% 7% 3% 6% Please note: does not equal 10 as guests can choose multiple options 7
Guest Satisfaction Overview How would you rate your overall satisfaction with? 10 Excellent Good 8 6 4 5 63% 76% 48% 77% 44% 64% 53% 26% 71% 5 51% 2 76% 48% 68% 56% 5 77% 77% 7 73% 44% 6 46% 67% 2 4 39% 33% 34% 28% 27% 28% 17% 19% 2 2 29% 18% = Average (= no. Responses January to March 2013) XX% = Stayed Previously + WOM/Recommendation 8
10 Luxury Hotel Benchmarking Report Guest Future Intentions How likely are you to stay at in the future? Yes Definitely Yes 8 6 4 53% 5 41% 6 41% 58% 37% 37% 7 6 67% 4 59% 2 2 27% 2 2 27% 3 33% 29% 3 3 2 18% 9% = Average (= no. Responses January to March 2013) 9
Guest Future Intentions How likely are you to recommend... to your friends and/or colleagues? 10 Yes Definitely Yes 8 6 6 6 5 74% 49% 74% 4 4 79% 71% 6 5 56% 4 2 2 27% 28% 3 33% 34% 26% 26% 19% 2 23% 1 16% = Average (= no. Responses January to March 2013) 10
Dining Experience Food Service Overall Dining Experience - Excellent Rating % Per 25 20 15 10 5 Food Service Overall 8 66% 73% 71% 66% 6 67% 56% 5 8 46% 56% 7 5 76% 73% 7 66% 7 6 3 61% 6 48% 5 49% 87% 73% 5 6 5 57% 4 5 6 68% 38% 46% 29% = Average (= no. Responses January to March 2013) 11
Guest Expectations How did your experience with us meet with your expectations? 10 Exceeded Met Fell Below 8 48% 46% 44% 43% 41% 33% 3 43% 41% 63% 6 6 64% 6 4 4 46% 3 4 5 44% 46% 39% 5 2 29% 37% 34% 24% 21% 23% 17% 19% 18% 1 8% 8% 9% 1 3% 4% 7% = Average (= no. Responses January to March 2013) 12
Contact Information Hotel Guest Experience Surveys Chris Larsen Managing Director BluSky Marketing Limited The Old Doctor s Surgery 4 West End Exton, Oakham Rutland, LE15 8BD T: +44-(0)1572 420 012 F: +44-(0)1572 812 705 E: chris@bluskymarketing.com W: Click Here Download Brochure 13