Vila Joya Luxury Hotel Survey Highlights

VILA JOYA LUXURY HOTEL SURVEY

VILA JOYA LUXURY HOTEL SURVEY

by ILM and Yellow Kite



VILA JOYA LUXURY HOTEL SURVEY TABLE OF CONTENTSVILA JOYA LUXURY HOTEL SURVEY

INTRODUCTION 3

1 – CHARACTERIZATION OF THE RESPONDENTS 4

2 –WHEN THINKING OF… 6

WHAT IS A LUXURY HOTEL? 3 ‐WHAT IS A LUXURY HOTEL? 7

4 ‐MONTHLY DISPOSABLE INCOME SPENT ON LUXURY PURCHASES 9

5 – MONEY SPENT ON LUXURY PURCHASES 10

6 ‐MONEY SPENT ON LUXURY ‐ BY PRODUCTS/ SERVICES 11

7 ‐ RATING OF THE KEY FACTORS IN A LUXURY PRODUCT/SERVICE 12

8 ‐ FEATURES THAT MOST INFLUENCE HOTEL PURCHASES 13

9 ‐MOTIVATIONS THAT MOST INFLUENCE HOTEL PURCHASES 14

10 ‐ LAST PURCHASE 15

11 EXPENDITURE EXPECTATIONS FOR 2010 1611 ‐ EXPENDITURE EXPECTATIONS FOR 2010 16

12 ‐ EXPENDITURE EXPECTATIONS BY PRODUCTS/ SERVICES 17

13 – VILA JOYA HOTEL 18

by ILM and Yellow Kiteby ILM and Yellow Kite

14 ‐ CONCLUSIONS 19

INTRODUCTIONVILA JOYA LUXURY HOTEL SURVEY INTRODUCTIONVILA JOYA LUXURY HOTEL SURVEY

The Vila Joya Hotel Luxury Survey was developed by ILM Advisory in partnership with the Vila Joya and Yellow

Kite.

This survey was published in “Inspirations Algarve” as well as on different internet networks such as Facebook,

LinkedIn and The Star Tracker between the 16th and the 29th of December2009. A total of 210 full questionnaires

were collected. To motivate people to complete the survey there was a gift awarded to the 111th full

questionnaire submitted – a 3 night bed and breakfast experience with one gourmet dinner for two people in Vila

Joya.

The main objective of this survey was to understand the market’s current perception of luxury hotels and travel

experiences and the preferences of people regarding these topics It went further in the analysis of monetaryexperiences and the preferences of people regarding these topics. It went further in the analysis of monetary

expenditure to understand whether people spent more, the same or less money on these articles during 2009

and their perspectives for buying luxury products/ services during 2010.

by ILM and Yellow Kite3

1 – CHARACTERIZATION OFVILA JOYA LUXURY HOTEL SURVEY

1 CHARACTERIZATION OF THE RESPONDENTS

A total of 210 responses for the Vila Joya Luxury Hotel Survey were collected between the 16th and the 29th

December 2009 Of these 115 were submitted by males and 95 by femalesDecember 2009. Of these, 115 were submitted by males and 95 by females.

The great majority of the respondents were between 30 and 39 years old (32,86%) and 50 and 55 years old

(16,67%). With regard to their current occupation, 48,10% of the respondents work in management positions,

22,38% are self‐employed, 13,81% are retired and 15,71% occupy different positions in distinctive areas of business.

Relating to the education level of those questioned, it was possible to conclude that half of them (50,48%) have

finished the college/university, 38,75% have a post graduation degree and 10,95% have high school studies.

66,7%MÉDIA


1 – CHARACTERIZATION OFVILA JOYA LUXURY HOTEL SURVEY

1 CHARACTERIZATION OF THE RESPONDENTS

With f t th t f id 67 62% f th d t i di t d th t th tl li iWith reference to the country of residence, 67,62% of the respondents indicated that they currently live in

Portugal, 20% in the United Kingdom, 5,71% in Ireland and 6,67% in other countries such as Spain, Denmark, India,

among others. It is also important to mention that on average there are 2,65 members per household.

66,7%MÉDIA

Taking into consideration the answers provided concerning the annual family income it was possible to conclude

that half of the respondents (51,43%) earn less than 125K/year, almost one third between 125 and 250K and only

for 4 people more than 500K.


p p

2 WHEN THINKING OFVILA JOYA LUXURY HOTEL SURVEY 2 – WHEN THINKING OF…

In response to the question “ When thinking of ‘Cars/ Clothing/ Food and Beverage Products, Hotels’ what

CARS

1 Mercedes (57 answers);

CLOTHING

1 Armani (53 answers);

brands do you consider luxury brands?” the top three ranking answers in each category were as follows:

1. Mercedes (57 answers);

2. Bentley (56 answers);

3. Porsche (49 answers).

1. Armani (53 answers);

2. Channel and Hugo Boss (33 answers each);

3. Prada (25 answers).

FOOD AND BEVERAGE

1. Moët & Chandon (34 answers);

2 H d d D Pé ig (22 h)

HOTELS

1. Ritz (55 answers);

2 Hilt (39 )2. Harrods and Dom Pérignon (22 answers each);

3. Marks and Spencer (17 answers).

It is also important that besides the brands

2. Hilton (39 answers);

3. Sheraton (18 answers).

It is also relevant that Vila Joya Hotel wasIt is also important that besides the brands

identified, many of the respondents also

mentioned champagne, caviar and oysters as

l d

It is also relevant that Vila Joya Hotel was

referred to by 13 people as being a luxury hotel.


luxury products.

3 WHAT IS A LUXURY HOTEL?VILA JOYA LUXURY HOTEL SURVEY 3 – WHAT IS A LUXURY HOTEL?

After the compilation of all the answers obtained we conclude that “service” is what best defines luxury hotels

for almost half of the respondents (103). Some of the definitions provided were the following:

• “Smooth Personalized Service with a Smile”;

• “Personal service that feels like a comfortable 'blanket' over me giving me the feeling of being spoiled”;

• “Attention to details quality and good service”;

• “Charm, tailor‐made services, People”;

• “Personal knowledge of all guests and attention to small but important detail”.

66,7%MÉDIA


3 WHAT IS A LUXURY HOTEL?VILA JOYA LUXURY HOTEL SURVEY 3 – WHAT IS A LUXURY HOTEL?

In addition to “service” the respondents also used words like “quality” and “comfort” as key to defining luxury

hotels.

• “Quality, exclusivity, prestige... A sensory experience, where the senses run free”;

• “Hotel that provides quality and variety of experience in an environment which is beautiful and memorable.”;

• “Service, Cleanliness, Comfort and little additions that make your stay extra special, good atmosphere”;

• “The primary consideration for me is the best quality of service. The hotel staffs’ primary function is to make

the guest feel welcome and comfortable in the surroundings. The comfort of the bedroom and particularly the

bed is the next most important and then the food”.

66,7%MÉDIA


4 – MONTHLY DISPOSABLE INCOME VILA JOYA LUXURY HOTEL SURVEY

SPENT ON LUXURY PURCHASES

Monthly disposable income spend on luxury purchases

41% of the respondents mentioned

that they can afford to spend between

5 and 15% of their income on luxury

28%

19%

3%9%

5 5 y

purchases.

Also significant is the number of

respondents (59 people, representing

28,10% of the answers) who don't

spend more than 5% of their income on41%

< 5% of my disposable income 5 ‐ 15% of my disposable income

15 ‐ 25% of my disposable income 25 ‐ 45% of my disposable income

> 45% of my disposable income

spend more than 5% of their income on

the purchasing of luxury articles.

Only a minority of 3%, 6 people, afford

66,7%MÉDIA

Only a minority of 3%, 6 people, afford

to spend more that 45% of their

income on luxury purchases.


5 – MONEY SPENT VILA JOYA LUXURY HOTEL SURVEY ON LUXURY PURCHASES

According to this graph, it is possible

to conclude that 44% of the

respondents spent about the sameMoney spent on luxury articles on 2009 comparing to previous years

p p

money on luxury purchases in 2009

when compared to previous years.

44%

35,00%

40,00%

45,00%

Although one third of those

interviewed (35%) spent less on luxury

articles in 2009

19%

25%

10%15,00%

20,00%

25,00%

30,00%

articles in 2009.

Only a minority of 7 respondents

confirmed spending significantly more

3%

0,00%

5,00%

10,00%

Significantlymore

Somewhatmore

About thesame

Somewhatless

Significantlyless confirmed spending significantly more

on luxury purchases during the last

year (2009).

more more same less less


6 – MONEY SPENT ON LUXURY VILA JOYA LUXURY HOTEL SURVEY BY PRODUCTS/ SERVICES

When looking at this graph it is

possible to see that people are willing

t f t l iVariations in amounts spent in 2009 comparing to previous years

to pay more for travel experiences,

this being the category where more

people confirmed spending more30,0%

40,0%

50,0%

60,0%

money in 2009 compared with

previous years – 36,7%.

H l i h b th it

0,0%

10,0%

20,0%

wine

s

uxur

ies

uxu

ries

hote

ls

cuisi

ne

rienc

es

inmen

t

Home luxuries have been the item

were people have reduced their

expenses most (35,7%), followed byCham

pagn

e and

fine w

Perso

nal lu

x

Home

lux

Luxu

ry h

Haut

e cu

Trave

l exp

eri

Enter

tain

L S M personal luxuries (33,8%) and luxury

hotels (32,4%).

Less Same More


7 – RATING OF THE KEY FACTORS VILA JOYA LUXURY HOTEL SURVEY

IN A LUXURY PRODUCT/SERVICE

This table shows the scale for items most voted by the respondents for each of the categories available when

considering the importance of a luxury product/ service.

Category Rate % of respondents

Quality Very important 85,7%

Personalized service Very important 76,7%

Location Very important 55,7%

Design Very important 51,9%

Rich in experiences Very important 48,1%

Uniqueness Very important 44,8%

Scale Moderately important 35,2%

Brand Moderately important 30,5%y p 3 ,5

Trendy Moderately important 29,5%

Prestige Moderately important 29,0%

High Price Important 31,9%

According to the table one may conclude that for the great majority of the respondents quality and

personalized service are the two main aspects that they consider most important when thinking about luxury

d d i


products and services.

8 – FEATURES THAT MOST VILA JOYA LUXURY HOTEL SURVEY

INFLUENCE HOTELS’ PURCHASE

RANKING

According to all the answers collected, “service” is the feature

that has more influence on the buyers purchase decision, with

1. SERVICE

2. LOCATION

3. VALUE IN TERMS OF THE EXPERIENCE

LIVED ONSITE

an average weight of 15,8%, being followed by location (15%) and

value in terms of the experience lived onsite (14,4%).

LIVED ONSITE

4. CUSTOMER RELATIONSHIP

5. UNIQUENESS

6. EXPERIENCES

7. PRICE

8. FUNCTIONALITY

9. BRAND

10 HOTEL SCALE 10. HOTEL SCALE


9 – MOTIVATIONS THAT MOSTVILA JOYA LUXURY HOTEL SURVEY

9 MOTIVATIONS THAT MOST INFLUENCE HOTELS’ PURCHASE

RANKING

1. RELAX

From all the motivations that can influence the buyers at the time

of purchasing and choosing an hotel, relaxation is the one that

fl h d h f

1. RELAX

2. WINE AND GASTRONOMY

3. SPA

4. BEACHmost influences the respondents with an average rate of 17,4%.

The Wine and Gastronomy product appears in second place with

a rate equal to 16,6%.

5. CULTURAL HAPPENINGS (THEATRE,

MUSIC, CINEMA)

6. TOURING

7 ART AND BUSINESS7. ART AND BUSINESS

8. GOLF

9. NAUTICAL

10. READING

11. PHOTOGRAPHY


10 LAST PURCHASEVILA JOYA LUXURY HOTEL SURVEY 10 – LAST PURCHASE

TRAVEL HAUTE CUISINE

• There is no uniformity regarding when the

respondents last travelled, however 79,6% travelled

l th 6 th % th

• Half of the respondents (51%) had at least one

Haute Cuisine dinner during last month;

no longer than 6 months ago: 32,9% ‐ one month ago,

25,7% ‐ 3 months ago and 21% ‐ 6 months ago;

• The great majority of the respondents spent

• 60% confirmed that they didn’t spent more than

250€ on their haute cuisine dinner, although one

person mentioned that he spent more than 3 500€• The great majority of the respondents spent

between 500 ‐ 1.499€ (35,2%) and 1.500 – 2.499€

(25,7%) on their last travel experience;

person mentioned that he spent more than 3.500€

on it;

• People mostly enjoy a haute cuisine dinner during

• 54,8% made their travel purchase during the week

and the weekend;

• People mostly enjoy a haute cuisine dinner during

the weekend (45,7%);

• This leisure luxury item is more often bought than

• On average, people only buy a travel experience

once every 6 months (30,5%) or even once a year –

%

s e su e u u y te s o e o te boug t t a

travel experiences. A quarter of the respondents

enjoy a haute cuisine dinner once a month and

% th


35,7%. 42,4% once every 3 months.

•

11 – EXPENDITURE EXPECTATIONSVILA JOYA LUXURY HOTEL SURVEY

11 EXPENDITURE EXPECTATIONS FOR 2010

According to the answersExpenditure expectations for 2010

g

collected, there are good

perspectives for 2010, with 86% of

55%

50,00%

60,00%

the respondents willing to pay

about the same or even more for

l od t d/o e i e

27%

11%20,00%

30,00%

40,00%

luxury products and/or services

compared with 2009.5%

11%

1%

0,00%

10,00%

Significantly Somewhat About the Somewhatl

Significantlylmore more same less less


12 –EXPENDITURE EXPECTATIONSVILA JOYA LUXURY HOTEL SURVEY

12 EXPENDITURE EXPECTATIONS BY PRODUCTS/ SERVICES

On average, and for all the categories, 62% of

the respondents are willing to spend the

same in luxury purchases in 2010, when

compared to 2009, 22,7% more and 15,2% less.Expenditure expectations on the different luxury products/ services

The “travel experiences” category is that in

which the respondents are once again

di d i d i h i40,0%50,0%60,0%70,0%80,0%

disposed to paying more during the coming

year (41,4%), with the “Luxury hotels”

appearing in second place with 21,4% of the0,0%10,0%20,0%30,0%

wine

s

uries

xurie

s

hotel

s

uisine

ence

s

ment

answers for its category.

On the other hand, the “home luxuries” and

the “entertainment” are items on which

Cham

pagn

e and

fine w

inPe

rsona

l luxu

Home

luxu

Luxu

ry ho

Haut

e cui

Trave

l exp

erien

Enter

tainm

Less Same More the “entertainment” are items on which

people plan to reduce their expenditure with

23,8% and 14,7% of the respondents

Less Same More


confirming this respectively for each

category.

13 VILA JOYA HOTELVILA JOYA LUXURY HOTEL SURVEY 13 – VILA JOYA HOTEL

Through the observation of this graph we

may conclude that the great majority of

h d h l l d

Vila Joya Hotel

the respondents have, at least, already

heard of, or read about, Vila Joya Hotel.

Although from the 83 2% of respondents

16,7%

9,0%

17,1%

Although, from the 83,2% of respondents

who “know” this hotel, only 9% (equal to 19

people) have already stayed there, and

16,7% had eaten in the 2* Michelin

restaurant.

57,1%

No

Yes, I have read or heard about it

Yes, I have staued there

It is very significant that 16,7% of the

respondents have never heard about Vila

Joya Hotel.

Yes, but I only went there to visit the 2* Michelin restaurant


14 CONCLUSIONSVILA JOYA LUXURY HOTEL SURVEY 14 – CONCLUSIONS

The main conclusions derived from the “Vila Joya Hotel Luxury Survey” were the following:

• The key words that best describe Luxury Hotels are: Service, Quality and Comfort;

• Almost half of the respondents spend between 5 and 15% of their monthly income on luxury purchases;

• Concerning the expenditure on these types of articles in 2009, and when compared to previous years, 44% of

the respondents mentioned that they spent about the same and 35% somewhat less or significantly less on

them. The home luxuries were the products on which people cut their expenditure most, and also the one on

which they are planning to reduce most in 2010 On the other hand the travel experiences are the luxurywhich they are planning to reduce most in 2010. On the other hand, the travel experiences are the luxury

products on which people are willing to pay more during 2010, as confirmed by 41,4% of the respondents;

66,7%MÉDIA

• Quality and Personalized service are also the main aspects considered by respondents when speaking about

luxury products/ services;


• The two main factors that influence the buyers’ purchase of Luxury hotels are Service and Location;

14 CONCLUSIONSVILA JOYA LUXURY HOTEL SURVEY 14 – CONCLUSIONS

• Relaxation Wine and Gastronomy and Spa are the three main motivations when choosing the purchase of a• Relaxation, Wine and Gastronomy and Spa are the three main motivations when choosing the purchase of a

Luxury Hotel;

• Due to the cost of travel experiences, people spend more frequently in haute cuisine dinners than in travel

experiences – once a month or every 3 months in haute cuisine, compared with every 6 months or yearly in

travel experiences;

• With regard to planned expenditure on luxury products/ services in 2010 compared to 2009, there are good

perspectives ‐ 55% of the respondents mentioned they intend to spend about the same and 32% somewhatperspectives 55% of the respondents mentioned they intend to spend about the same and 32% somewhat

more or significantly more;

l h h f h ( ) h l h f

66,7%MÉDIA

• It is also important that the great majority of the respondents questioned (83,2%) had already heard of, read or

have been in Vila Joya. Although, it is also relevant that almost a quarter of the respondents didn’t know

anything about this establishment.


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Praça Duque de Saldanha • Ed. Atrium Saldanha 10º J • 1050-094 Lisboa • Portugal

Tel.: (+351) 213 145 481 • Fax: (+351) 213 145 482 • e-mail: [email protected]

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Vila Joya Luxury Hotel Survey Highlights

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Transcript of Vila Joya Luxury Hotel Survey Highlights