Download - BluSky Marketing's Luxury Hotel Benchmarking Report 2013 Q3

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Luxury Hotel Benchmarking Report

by BluSky Marketing

July to September 2013


Introduction

Luxury & Boutique Hotels included


Colwick Hall


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 (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 July to 30th September 2013

• 4,795 real guest reviews were secured during July to September 2013 or on average 282

per property, in comparison to 901 reviews (or 19% versus HGES) for the same properties

during the same period on TripAdvisor

• On average 3.3 negative reviews* (or 1.2% of HGES reviews) were captured in

comparison to 3.6 negative reviews (or 6.9%) 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


Key Findings

Overview


• Best in class luxury & boutique hotels achieving 4.4 plus “Star Rating”

• Excellent overall satisfaction drives repeat guests & WOM/recommendation

• Previous (23%*) & WOM/Recommendation (21%*) key business drivers

• “Search” & “Hotel Website” continues to drive 24% of hotel awareness

• Trip Advisor Business Listing drives* 6.4% of enquiries versus 3.5% for hotels

without a Trip Advisor Business Listing, on average

• Email Marketing (upto 5%) & Social Media (upto 2%) assisting hotel awareness

• Called Direct (50%*) & Hotel Website (21%*) key reservation preferences by luxury guests

• Selected hotels securing up to 28% via other websites (e.g. booking.com)

• Dining experience (quality of food & service) and exceeding guests expectations continues

to contribute significantly to overall guest experience

• 59% or above “excellent” overall satisfaction, drives above average “Star Rating”,

but more importantly up to 38% (commission free) WOM/Recommendations bookings

• Where guests expectations “fell below” by 15% or above, this also contributed low “Star Rating”

• Selected hotels securing over 200 Christmas enquiries per annum via HGES programme (* = 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 July to September 2013)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5

(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)


Guest Awareness

How did you hear about us?


(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5

Please note: does not equal 100% as guests can choose multiple options


Guest Awareness

How did you make your reservation?


(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5


Guest Satisfaction Overview



XX% = “Stayed Previously” + “WOM/Recommendation”

42% 39% 32% 38% 32% 37% 41% 17% 33% 32% 33% 58% 71% 45% 59% 59% 29% 58%

(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5

= Average | (= No. of responses July to September 2013)


Guest Future Intentions

How likely are you to stay at …… in the future?


(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5



Guest Future Intentions

How likely are you to recommend ..... to your friends and/or colleagues?


(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5



Net Promoter Score



(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

Net Promoter Score measures the loyalty that exists between the hotel and a guest

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5

42% 39% 32% 38% 32% 37% 41% 17% 33% 32% 33% 58% 71% 45% 59% 59% 29% 58%

XX% = “Stayed Previously” + “WOM/Recommendation” = Average | (= No. of responses July to September 2013)


Dining Experience

Food | Service | Overall Dining Experience - “Excellent” Rating % Per


(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5



Guest Expectations

How did your experience with us meet with your expectations?


(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5



Would you like to receive any further information…?


Christmas Enquiries (per annum)

(246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190)

4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5

Request for additional information regarding Christmas adjusted per hotel based on 50 room property, and annualised



Chris Larsen

Managing Director

BluSky Marketing Limited

The Old Doctor’s Surgery

4 West End

Exton, Oakham

Rutland, LE15 8BD

United Kingdom

T: +44 (0)1572 420 012

F: +44 (0)1572 812 705

E: [email protected]

W:www.bluskymarketing.com Click Here Download Brochure


Contact Information

Hotel Guest Experience Surveys

mailto:[email protected]

http://www.bluskymarketing.com/wp-content/uploads/2013/05/Hotel-Guest-Experience-Surveys-by-BluSky-Marketing-GBP-2.pdf