Download - BluSky Marketing's Luxury Hotel Benchmarking Report Q2 2013

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Luxury Hotel Benchmarking Report

by BluSky Marketing

April to June 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 April to 30th June 2013

• 3,702 real guest reviews were secured during April to June 2013 or on average 247 per

property, in comparison to 658 reviews (or 18% versus HGES) for the same properties

during same period on TripAdvisor

• On average 4.8 negative reviews* (or 1.9% of HGES reviews) were captured in

comparison to 2.3 negative reviews (or 5.3%) 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 4.5 plus “Star Rating”

• Excellent overall satisfaction drives repeat guests & WOM/recommendation

• Previous (27%*) & WOM/Recommendation (21%*) key business drivers

• “Search” & “Hotel Website” grown from 18% last quarter to 24% this quarter (+6%)

• Trip Advisor Business Listing drives* 6.4% of enquiries versus 2.3% for hotels

without a Trip Advisor Business Listing, on average

• Selected hotels securing upto 4% via Email Marketing

• Social Media still accounts for <1%, or included within “WOM/recommendation” ?

• Called Direct (46%*) & Hotel Website (20%*) key reservation preferences by luxury guests

• Selected hotels securing upto 25% via other websites (e.g. booking.com)

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

contributes significantly to overall guest experience

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

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

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

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


4.46

4.31

4.67

4.12

4.40

4.56

4.30

4.57

4.75

4.61

4.18

4.30

4.68

4.49

4.71

4.24

3.8

3.9

4.0

4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel L Hotel M Hotel N Hotel O

5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very Poor

How would you rate your overall satisfaction with…?


= Average | (= no. Responses April to June 2013)

Guest Satisfaction Average (Star Rating)

(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)

4.5 4.3 4.7 4.1 4.4 4.6 4.3 4.6 4.8 4.6 4.2 4.3 4.7 4.5 4.7 4.2

= Below average star rating


Guest Awareness

How did you hear about us?

22%

34%

19% 25%

31% 40%

17% 16% 16%

26%

14% 12%

26%

16% 19% 24%

1%

1% 2%

1%

4%

4%

12% 5%

3%

1%

3% 2% 1%

6%

1% 1%

6%

8% 1% 1%

1%

2%

4% 3%

1%

3%

2%

2% 4%

2%

1% 4%

11%

6% 6% 9%

6%

3%

3%

1% 1%

6%

20%

19%

18%

30%

16%

24%

33%

14% 9%

29%

24% 19%

21%

7% 8%

25%

4%

9%

2%

2%

3%

2%

1%

2% 1%

7%

7%

1%

15%

2% 1%

2% 3% 8%

3%

9%

11%

2%

2%

1%

1%

2%

2%

21%

17%

17%

19%

20%

11%

7%

24% 37%

9%

36%

28%

18%

14%

38%

19%

27%

17%

27%

19%

18% 11%

23% 35%

32%

26% 22%

38%

14%

57%

36% 23%

0%

25%

50%

75%

100%

125%


Previous WOM/Rec. Org Book. Ad/Article Search Hotel Website Email Trip Adv. Social Media Other


(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)


Guest Awareness

How did you make your reservation?

13% 9%

29%

18% 23%

7%

16%

7% 9%

17%

5% 4%

12%

21%

8% 12%

13% 14%

11%

22% 16%

15%

14%

6%

10%

25%

4% 5%

11%

14%

3%

22%

20%

4%

28% 34%

12%

29%

22%

14%

13%

12%

27% 31%

18%

24%

13%

23%

8%

10%

9%

10%

7% 10% 5%

6%

7%

11%

5% 4%

7%

13%

14%

5%

46%

63%

18% 16%

42% 39% 43%

67% 62%

35%

59% 56% 52%

31%

62%

38%

0%

25%

50%

75%

100%


Called Direct Emailed Direct Hotel Website Other Website Other


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

(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)


31% 38%

24%

41% 31%

38% 36% 29%

17% 23%

32% 33% 24%

33%

19%

48%

59% 48% 72% 39% 57%

59%

50% 68%

80% 72% 46%

51% 72% 60%

77%

41%

0%

20%

40%

60%

80%

100%


Excellent Good

Guest Satisfaction Overview

How would you rate your overall satisfaction with…?


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

(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)

48% 34% 44% 38% 38% 22% 30% 59% 69% 35% 58% 66% 32% 71% 77% 42%


4.5 4.3 4.7 4.1 4.4 4.6 4.3 4.6 4.8 4.6 4.2 4.3 4.7 4.5 4.7 4.2


Guest Future Intentions

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

28% 35%

25% 31% 28% 32%

24% 28% 21%

39% 30%

22% 29%

24% 16%

35%

48% 27%

62%

36% 38%

48%

48%

54% 69% 43%

34% 42%

53% 62% 67% 30%

0%

20%

40%

60%

80%

100%


Yes Definitely Yes


(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)


4.5 4.3 4.7 4.1 4.4 4.6 4.3 4.6 4.8 4.6 4.2 4.3 4.7 4.5 4.7 4.2


Guest Future Intentions

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

29% 37%

24% 25% 29% 36%

28% 26% 18%

34% 32% 32% 26% 27%

17%

40%

55% 39% 69%

40%

50%

58%

50% 64% 77%

57%

40% 48%

66% 58% 75%

36%

0%

20%

40%

60%

80%

100%


Yes Definitely Yes


(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)


4.5 4.3 4.7 4.1 4.4 4.6 4.3 4.6 4.8 4.6 4.2 4.3 4.7 4.5 4.7 4.2


Dining Experience

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

49% 27%

43% 28%

45% 48% 37% 60%

77% 60%

40% 36% 54% 57%

80%

44%

61%

46%

58%

35%

48% 62%

64%

71%

76%

75%

53% 46%

65% 77%

85%

51%

57%

44%

51%

29%

51%

79%

40%

62%

67%

67%

59%

45%

72% 54%

79%

54%

0%

50%

100%

150%

200%

250%

300%


Food Service Overall


(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)


4.5 4.3 4.7 4.1 4.4 4.6 4.3 4.6 4.8 4.6 4.2 4.3 4.7 4.5 4.7 4.2


Guest Expectations

How did your experience with us meet with your expectations?

12% 22%

5%

22% 15%

5%

16% 8% 4% 6%

24% 21%

6% 10% 4%

16%

43%

44%

35%

45%

41%

47% 34% 48%

33%

52%

37% 43%

42%

57%

42%

42%

45% 34%

60%

33%

44% 48% 50% 44%

63%

42% 39% 36%

52%

33%

54%

42%

0%

20%

40%

60%

80%

100%


Exceeded Met Fell Below


(382) (228) (176) (580) (63) (118) (480) (545) (69) (192) (263) (236) (169) (76) (125)


4.5 4.3 4.7 4.1 4.4 4.6 4.3 4.6 4.8 4.6 4.2 4.3 4.7 4.5 4.7 4.2


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: [email protected]

W:www.bluskymarketing.com

Click Here Download Brochure


Contact Information

Hotel Guest Experience Surveys

mailto:[email protected]

https://dl.dropbox.com/u/4815401/Public Links (Do Not Delete)/Hotel Guest Experience Surveys by BluSky Marketing GBP.pdf