programme independently managed by BluSky Marketing ... to their recent experience via email, with a link to the online
9th Luxury Hotel Benchmarking Report
9th Luxury Hotel Benchmarking Report by BluSky Marketing
October to December 2014 http://www.bluskymarketing.com/hotel-guest-experience-surveys
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9th Luxury Hotel Benchmarking Report
Introduction Luxury & Boutique Hotels included
http://www.bluskymarketing.com/hotel-guest-experience-surveys
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9th Luxury Hotel Benchmarking Report
Introduction Overview • The Luxury Hotel Benchmarking Report is based on the results from the Top 10 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 guest 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 2014 • 2,440 real guest reviews were secured during October to December 2014 or on average 244 per property, in comparison to 492 reviews (or 20% versus HGES) for the same properties during the same period on TripAdvisor • On average 3.2 negative reviews* (or 1.3% of HGES reviews) were captured in
comparison to 3.5 negative reviews (or 7.1%, up from 7.0% Q3’14) posted on TA • There is no incentive offered to the guest to respond to the online survey ⁱ Hotels only included with a minimum response of 47 for this quarter
http://www.bluskymarketing.com/hotel-guest-experience-surveys
* negative review = poor or very poor overall experience
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9th Luxury Hotel Benchmarking Report
Key Findings Overview • Best in class luxury & boutique hotels achieving 4.7 plus “Star Rating” (down v Q3’14) • Average “Star Rating” down from 4.63 last quarter to 4.52 this quarter • Previous (29%*) & WOM/Recommendation (24%*) key business drivers (up 3% v Q3’14) • Some hotels achieve upto 38% awareness via WOM/Recommendation • Excellent overall satisfaction drives repeat guests & WOM/Recommendation awareness • Search & Hotel Website continues to drive 22%* of hotel awareness (as per Q2’14 & Q3’14)
• Some hotels achieve upto 34% awareness via search & hotel website • Trip Advisor down slightly at 4%, versus 5% for the last three quarters • Social Media has increased slightly to 0.5% up from 0.3% for the last three quarters • Called Direct (59%*) & Hotel Website (29%*) key reservation preferences by luxury guests • Reservations via Called Direct & Hotel Website up by 8% versus last quarter
• Other Website has dropped from 3% last quarter to 2% this quarter • Guests 55 years plus account for 51% of all guest reviews, females contribute 53% of all reviews • Guest Surveys boost Positive TripAdvisor scores by 13%*, for some properties upto 42% • 265 requests* for “additional information”, 23% request for Special Offers http://www.bluskymarketing.com/hotel-guest-experience-surveys
(* = average across all hotels included within Luxury Hotel Benchmarking Report)
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9th Luxury Hotel Benchmarking Report
Guest Satisfaction Average (Star Rating) How would you rate your overall satisfaction with…? 5.0 = Below average star rating
5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very Poor
4.8
versus last quarter
4.73
4.73 4.68
4.6
4.57 4.52
4.51 4.42
4.47
4.43
4.42
4.4 4.26 4.2 4.5
4.7
4.4
4.4
4.5
4.2
4.6
4.4
4.5
4.7
4.7
Average
Hotel A
Hotel B
Hotel C
Hotel D
Hotel E
Hotel F
Hotel G
Hotel H
Hotel I
Hotel J
(244)
(47)
(80)
(108)
(108)
(156)
(247)
(341)
(424)
(455)
(473)
4.0
http://www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2014)
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9th Luxury Hotel Benchmarking Report
Guest Awareness How did you hear about us? 4.5
4.7
4.4
Previous
WOM/Rec.
4.5
4.4
Org Book.
Ad/Article
4.2
Search
4.6
Hotel Website
4.4
Email
4.5
4.7
4.7
Social Media
Other
35%
34%
37%
20%
22%
1%
0% 3%
Trip Adv.
100% 21% 29%
19%
13%
24%
30% 38%
42%
75%
12% 5%
36%
13% 1% 7%
27% 1% 3%
1%
4% 2% 4% 16%
1% 6%
25%
38% 24%
18%
25%
1%
21%
23%
50%
1%
13%
2% 4% 2% 0%
1% 1% 7%
7% 1% 4%
23%
3% 13%
19%
6%
5% 24%
5% 3%
16%
23%
5% 1%
7% 1% 5%
10%
7%
2% 1% 25%
17%
16%
36%
10% 4% 4% 3%
29%
9%
0%
21%
1% 1% 7% 4% 1% 3%
17% 10%
Average
Hotel A
Hotel B
Hotel C
Hotel D
Hotel E
Hotel F
Hotel G
Hotel H
Hotel I
Hotel J
(244)
(47)
(80)
(108)
(108)
(156)
(247)
(341)
(424)
(455)
(473)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
Please note: does not equal 100% as guests can choose multiple options
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9th Luxury Hotel Benchmarking Report
Hotel Booking Method How did you make your reservation? 4.5
4.7
4.4
4.4
4.5
4.2
4.6
4.4
4.5
4.7
4.7
65%
64%
100% Called Direct
Emailed Direct
Hotel Website
Other Website
Other 32%
75%
56%
53%
59%
59%
64%
57%
67%
74%
13%
50% 4% 9%
8%
5%
8% 42%
8%
5% 9%
12%
25% 29%
10%
13%
43% 34%
36%
36% 26% 21%
15%
0%
2% 2% Average (244)
Hotel A (47)
0% Hotel B (80)
1% Hotel C (108)
25% 10%
7% 8%
7% 0% Hotel D (108)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
Hotel E (156)
Hotel F (247)
Hotel G (341)
Hotel H
1% Hotel I
Hotel J
(424)
(455)
(473)
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9th Luxury Hotel Benchmarking Report
Guest Satisfaction Overview How would you rate your overall satisfaction with…? 100% Excellent
Good
80% 52%
60%
76%
65%
50%
33%
59%
56%
4.4
4.4
30%
32%
32%
49%
64%
47%
4.5
4.2
37%
62%
55%
57%
66%
57%
61%
76%
4.6
4.4
4.5
4.7
4.7
21%
19%
83% 4.5
4.7
40%
20%
26%
35% 26%
27%
32%
29%
12%
73%
76%
0% Average (244)
Hotel A (47)
Hotel B (80)
Hotel C
Hotel D
Hotel E
Hotel F
(108)
(108)
(156)
(247)
Hotel G
Hotel H
Hotel I
Hotel J
(341)
(424)
(455)
(473)
XX% = “Stayed Previously” + “WOM/Recommendation”
http://www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2014)
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9th Luxury Hotel Benchmarking Report
Guest Future Intentions How likely are you to stay at …… in the future? 100% Yes Definitely
Yes
80%
60% 53%
66%
44%
42%
47% 55%
41%
51%
51%
67%
69%
40% 4.5
4.7
4.4
4.4
4.5
4.2
4.6
4.4
4.5
4.7
4.7
20% 25%
24%
29%
28%
30%
19%
15%
25%
28%
20%
19%
Hotel H
Hotel I
Hotel J
(424)
(455)
(473)
0% Average (244)
Hotel A (47)
Hotel B (80)
Hotel C (108)
Hotel D (108)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
Hotel E (156)
Hotel F (247)
Hotel G (341)
= Average | (= No. of responses October to December 2014)
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9th Luxury Hotel Benchmarking Report
Guest Future Intentions How likely are you to recommend ..... to your friends and/or colleagues? 100% Yes Definitely
Yes
80%
60% 59%
75%
51%
4.7
4.4
4.4
28%
27%
48%
60%
44%
4.5
4.2
60%
52%
57%
74%
4.6
4.4
4.5
4.7
4.7
19%
18%
73%
40% 4.5
20% 25%
24%
32%
27%
30%
27%
15% 0% Average (244)
Hotel A (47)
Hotel B (80)
Hotel C
Hotel D
Hotel E
Hotel F
(108)
(108)
(156)
(247)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
Hotel G
Hotel H
Hotel I
Hotel J
(341)
(424)
(455)
(473)
= Average | (= No. of responses October to December 2014)
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9th Luxury Hotel Benchmarking Report
Net Promoter Score How would you rate your overall satisfaction with…? 100% Net Promoter Score measures the loyalty that exists between the hotel and a guest
80%
60% 73% 40%
80%
73% 54%
56%
49%
20%
59%
44%
46%
53%
29% 4.5
4.7
4.4
4.4
4.5
4.2
4.6
4.4
4.5
4.7
4.7
Average
Hotel A
Hotel B
Hotel C
Hotel D
Hotel E
Hotel F
Hotel G
Hotel H
Hotel I
Hotel J
(108)
(108)
(156)
(247)
(341)
(424)
(455)
(473)
0% (244)
(47)
(80)
XX% = “Stayed Previously” + “WOM/Recommendation”
http://www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2014)
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9th Luxury Hotel Benchmarking Report
Dining Experience Food | Service | Overall Dining Experience - “Excellent” Rating % Per 300% 4.5
4.7
4.4
4.4
4.5
4.2
4.6
4.4
Service
Overall
4.5
4.7
4.7
250% Food
97% 200%
150%
81%
67%
51%
55%
75%
81%
70%
65%
57%
69%
34%
57%
44%
68%
65%
53%
52% 89%
63%
53% 81%
50%
64%
71% 95%
100%
65%
70%
54%
69%
61%
71%
44%
47%
Hotel G
Hotel H
Hotel I
Hotel J
(341)
(424)
(455)
(473)
0% Average (244)
Hotel A (47)
Hotel B (80)
Hotel C
Hotel D
Hotel E
Hotel F
(108)
(108)
(156)
(247)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
= Average | (= No. of responses October to December 2014)
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9th Luxury Hotel Benchmarking Report
Guest Expectations How did your experience with us meet with your expectations? 100% Exceeded
Met
Fell Below
39%
80% 48%
41%
47%
40%
47%
43%
48%
55%
55%
4.7
4.7
39%
35%
68% 60%
4.5
4.7
40%
4.4
4.4
42%
37%
4.2
4.6
43% 39%
39%
20%
4.5
40%
4.4
42%
4.5
40%
28% 13%
0% Average (244)
19%
22%
14%
17%
5% Hotel A (47)
Hotel B (80)
13%
15% Hotel G
Hotel H
Hotel I
Hotel J
(341)
(424)
(455)
(473)
Hotel C
Hotel D
Hotel E
Hotel F
(108)
(108)
(156)
(247)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
12%
6%
11%
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9th Luxury Hotel Benchmarking Report
TripAdvisor Boost Guest Survey Incremental Positive Reviews (4 or 5 Star) Analysis based on bitly tracking from HGES survey per property to TA review page, and assumption that only 50% complete TA review. Positive TA reviews include Afternoon Tea.
100% Positive TA Reviews less HGES Contribution 80%
4.5
4.7
4.4
4.4
4.5
HGES Postive TA Reviews Contribution
4.2
4.6
4.4
4.5
4.7
4.7
58% 87%
79%
79%
93%
96%
94%
42% 13%
0% Average (244)
93%
97%
40%
20% 21%
21%
7% Hotel A (47)
Hotel B (80)
84%
Not Activated
60%
4%
6%
Hotel C
Hotel D
Hotel E
Hotel F
(108)
(108)
(156)
(247)
http://www.bluskymarketing.com/hotel-guest-experience-surveys
3%
0%
16% 7%
Hotel G
Hotel H
Hotel I
Hotel J
(341)
(424)
(455)
(473)
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9th Luxury Hotel Benchmarking Report
Data Capture Would you like to receive any further information regarding…?
Top 10 Hotels Average
Hotel Example
2,652 Total Information Requests
265 Average Information Requests
1%
2
Xmas 7%
Xmas Special Offers
19
19%
Special Offers
49 60
23%
Spa & Relaxation Spa & Relaxation
10%
1%
Accommodation
News & Events
2
26
News & Events
Accommodation 36
14% 27%
71
Dining
Dining
Special Offers
Accomodation
Dining
News & Events
Special Offers
Accomodation
Dining
News & Events
Weddings
Spa & Relaxation
Business
Christmas
Weddings
Spa & Relaxation
Business
Christmas
http://www.bluskymarketing.com/hotel-guest-experience-surveys
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9th Luxury Hotel Benchmarking Report
Guest Profile Why did you stay with us?
Which of the following ranges include your age? 2% 15%
5%
12%
16%
23%
21%
28%
Under 18
11%
18-24
25-34
35-44
45-54
55-64
65+
61%
What is your gender? 3% 4%
53%
Leisure
Business/Meeting/Corporate
Wedding
Spa Break
Private Celebration
Other Male
http://www.bluskymarketing.com/hotel-guest-experience-surveys
47%
Female
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9th Luxury Hotel Benchmarking Report
Contact Information Hotel Guest Experience Surveys
Pricing from: £75 + VAT, €75 or USD$99 per month capped fee or upfront discount Contact: Chris Larsen, Managing Director, BluSky Marketing Limited T: +44 (0)1572 420 012 E:
[email protected]: W: www.bluskymarketing.com http://www.bluskymarketing.com/hotel-guest-experience-surveys
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