BluSky Marketing Luxury Hotel Benchmarking Report Q1 2013

1 www.bluskymarketing.com

Luxury Hotel Benchmarking Report

by BluSky Marketing

January to March 2013


Introduction

Luxury & Boutique Hotels included



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 1st January to 31st March 2013

• There is no incentive offered to each guest to respond to the online survey


Key Findings

Overview


• Best in class luxury & boutique hotels achieving 4.6 plus “Star Rating”

• Excellent overall satisfaction drives repeat guests & WOM/recommendation

• Previous (30%*) & WOM/recommendation (25%*) 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 60% 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)


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

How would you rate your overall satisfaction with…?

4.5

4.63

4.29

4.71

4.41

4.72

4.24

4.38

4.72 4.70

4.47

4.18

4.58

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


= Average | (= no. Responses January to March 2013)

Guest Satisfaction Average (Star Rating)

(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)


Guest Awareness

How did you hear about us?

23%

11%

22% 15%

37%

15% 15% 24%

15% 22%

28%

52%

15%

2%

0%

1%

1%

2%

2% 0%

7%

1%

8% 0%

3%

3%

3%

4%

0%

0%

0%

5% 0%

2%

1%

1% 0%

0%

2%

2%

1%

5%

5%

0%

4% 0%

5%

2%

0% 3%

0%

2%

16%

10%

18%

7%

13%

17%

25%

28%

8%

16% 16%

19%

9%

4%

3%

2%

2%

4%

4% 9%

8%

2%

1% 6%

2%

2%

2%

0%

5%

0%

4%

0% 0%

2%

2%

5% 5%

0%

1%

25%

39%

24%

45%

22%

10%

41%

12%

28%

15%

36%

13%

14%

30% 37%

24% 32%

22%

54%

12% 14%

43%

35%

15%

12%

62%

0%

25%

50%

75%

100%

125%


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


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

(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)


Guest Awareness

How did you make your reservation?

13%

5%

24%

9%

20%

7% 3% 6%

12%

36%

15% 18%

0%

13%

3%

8%

16%

23%

11%

5%

23%

0%

16%

14%

26%

14%

17%

16%

14%

14%

11%

10%

19%

5%

23%

20%

22%

29%

21%

10%

8%

5% 12%

6%

11% 10%

8%

14%

12%

17%

11%

15%

47%

68%

49% 50%

40%

61% 63% 58%

51%

17%

32%

16%

50%

0%

25%

50%

75%

100%


Called Direct Emailed Direct WWW Other Website Other


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

(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)


Guest Satisfaction Overview

How would you rate your overall satisfaction with…?

28% 27% 28% 17%

33%

19%

34% 42%

22% 25% 18%

39% 29%

63% 68% 55% 77%

56% 77% 46%

48%

75% 73%

67%

44% 65%

0%

20%

40%

60%

80%

100%


Excellent Good


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

76% 48% 77% 44% 64% 53% 26% 71% 50% 51% 25% 76% 55%

(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)



Guest Future Intentions

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

25% 27% 25% 22% 27% 30%

22% 33%

9%

29% 18%

32% 30%

53% 55%

41%

65%

41%

58%

37%

37%

72%

65%

67% 40%

59%

0%

20%

40%

60%

80%

100%


Yes Definitely Yes


(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)



Guest Future Intentions

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

25% 27% 28% 19%

30% 20%

26% 33%

15% 26%

16% 23%

34%

60% 62%

50% 74% 49%

74%

42%

45% 79%

71%

65% 50%

56%

0%

20%

40%

60%

80%

100%


Yes Definitely Yes


(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)



Dining Experience

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

55% 60% 50% 73%

42% 57% 52%

38%

87% 60% 68%

29% 46%

66% 73%

61%

75%

48%

75% 70%

55%

85%

62%

76%

49%

60%

60%

71%

55%

66%

50%

66% 67%

56%

82%

56%

73%

35%

46%

0%

50%

100%

150%

200%

250%


Food Service Overall


(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)



Guest Expectations

How did your experience with us meet with your expectations?

12% 8%

21%

8% 17%

9%

23% 19%

3% 4% 12%

18% 7%

40% 46%

35%

29%

40% 50%

44% 46%

37% 34% 24%

39% 52%

48% 46% 44%

63%

43% 41% 33% 35%

60% 62% 64%

43% 41%

0%

20%

40%

60%

80%

100%


Exceeded Met Fell Below


(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)



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 %28Do Not Delete%29/Hotel Guest Experience Surveys by BluSky Marketing GBP.pdf

Date post:	01-Nov-2014
Category:	Travel
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BluSky Marketing Luxury Hotel Benchmarking Report Q1 2013

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