5th luxury hotel benchmarking report q4 2013 by blusky marketing
DESCRIPTION
The 5th Luxury Hotel Benchmarking Report just released by BluSky Marketing highlights that the social media is still to deliver on hotel awareness for a number of luxury and boutique hotels in the UK. The benchmarking report is based on 3,882 real reviews from real guests between October and December 2013 across 15 luxury and boutique hotels. The report is part of an online hotel guest experience programme, BluSky Reviews, and shows hotel awareness through social media to still be in its infancy at 1%, up from 0% in the same quarter last year (the best hotel only achieves 2%). The social media performance compares to repeat guests contributing 27%, WOM/Recommendation 21% and search 23%. “There is a lot of hype and buzz around social media at present in the industry, with a number of hotels starting to put more emphasis and resource behind this new medium. We know from other industries and from various experiences in the hotel sector that social media can not only drive enquiries but generate sales for hotels. In reviewing this fascinating benchmarking report, are guests responding to social media in terms of generic WOM/Recommendation or identifying it as a separate area which has stimulated their awareness? Alternatively are hotels just not leveraging this new medium correctly”. Commented Jeffrey Epstein, Hospitality Business Improvement Management Consultant. The benchmarking report also brings to light, that the majority of luxury and boutique hotels participating in the BluSky Marketing Hotel Guest Experience Survey Programme, have improved their star ratings in comparison to last quarter. To download your latest copy of the Luxury Hotel Benchmarking Report click here http://bit.ly/1eD3Ggz or contact us directly online.TRANSCRIPT
5th Luxury Hotel Benchmarking Report
1 www.bluskymarketing.com/hotel-guest-experience-surveys
5th Luxury Hotel Benchmarking Report
by BluSky Marketing
October to December 2013
5th Luxury Hotel Benchmarking Report
2 www.bluskymarketing.com/hotel-guest-experience-surveys
Introduction
Luxury & Boutique Hotels included
5th Luxury Hotel Benchmarking Report
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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 October to 31st December 2013
• 3,882 real guest reviews were secured during October to December 2013 or on average 259
per property, in comparison to 623 reviews (or 16% versus HGES) for the same properties
during the same period on TripAdvisor
• On average 3.4 negative reviews* (or 1.3% of HGES reviews) were captured in
comparison to 2 negative reviews (or 4.8%) 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
5th Luxury Hotel Benchmarking Report
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Key Findings
Overview
• Best in class luxury & boutique hotels achieving 4.8 plus “Star Rating” (up 0.1 versus Q3)
• Average “Star Rating” up from 4.44 last quarter to 4.53 this quarter
• Majority of hotels improved “Star Rating” performance versus last quarter
• Previous (27%*) & WOM/Recommendation (21%*) key business drivers
• Excellent overall satisfaction drives repeat guests & WOM/Recommendation awareness
• Search & Hotel Website continues to drive 22%* of hotel awareness
• Social Media has only grown from 0% to 1%* versus the same quarter in 2012
• Is social media a sales driver or PR medium? Are hotels leveraging this new platform
effectively or are guest relating social media awareness to WOM/Recommendation?
• Called Direct (49%*) & Hotel Website (20%*) key reservation preferences by luxury guests
• Selected hotels securing up to 34% via other websites (e.g. booking.com)
• Selected hotels securing up to 184 Christmas leads per annum via hotel survey programme
(* = average across all hotels included within Luxury Hotel Benchmarking Report)
5th Luxury Hotel Benchmarking Report
5th Luxury Hotel Benchmarking Report
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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 October to December 2013)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
5th Luxury Hotel Benchmarking Report
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Guest Awareness
How did you hear about us?
Please note: does not equal 100% as guests can choose multiple options
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
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Hotel Booking Method
How did you make your reservation?
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
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Guest Satisfaction Overview
How would you rate your overall satisfaction with…?
XX% = “Stayed Previously” + “WOM/Recommendation”
48% 62% 37% 42% 42% 37% 33% 37% 59% 27% 67% 51% 57% 65% 50% 60%
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
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Guest Future Intentions
How likely are you to stay at …… in the future?
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
5th Luxury Hotel Benchmarking Report
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Guest Future Intentions
How likely are you to recommend ..... to your friends and/or colleagues?
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
5th Luxury Hotel Benchmarking Report
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Net Promoter Score
How would you rate your overall satisfaction with…?
Net Promoter Score measures the loyalty that exists between the hotel and a guest
XX% = “Stayed Previously” + “WOM/Recommendation”
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
48% 62% 37% 42% 42% 37% 33% 37% 59% 27% 67% 51% 57% 65% 50% 60%
5th Luxury Hotel Benchmarking Report
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Dining Experience
Food | Service | Overall Dining Experience - “Excellent” Rating % Per
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
5th Luxury Hotel Benchmarking Report
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Guest Expectations
How did your experience with us meet with your expectations?
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
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Would you like to receive any further information…?
Christmas Leads (no. per annum)
Request for additional information regarding Christmas adjusted per hotel based on 50 room property, and annualised
= Average | (= No. of responses October to December 2013)
(80) (70) (236) (176) (594) (516) (109) (387) (151) (563) (143) (410) (204) (158) (85)
4.5 4.8 4.3 4.4 4.8 4.5 4.6 4.4 4.7 4.6 4.8 4.3 4.2 4.5 4.5 4.6
5th Luxury Hotel Benchmarking Report
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Click Here to Download Brochure
Contact Information
Hotel Guest Experience Surveys
Contact: Chris Larsen, Managing Director, BluSky Marketing Limited
T: +44 (0)1572 420 012 E:[email protected]: W: www.bluskymarketing.com