6th luxury hotel benchmarking report Q1 2014 BluSky Marketing

6th Luxury Hotel Benchmarking Report

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


by BluSky Marketing

January to March 2014



Introduction

Luxury & Boutique Hotels included



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



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)




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)



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)



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



Guest Satisfaction Overview


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




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




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




Net Promoter Score


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


56% 57% 28% 54% 57% 54% 35% 36% 52% 48% 67% 85% 53% 46% 47% 69%



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




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



Guest Profile Overview

Why did you stay with us?

What is your gender?

Which of the following ranges

include your age?

Participating Hotels Total



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

6th luxury hotel benchmarking report Q1 2014 BluSky Marketing

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