BluSky Marketing Luxury Hotel Benchmarking Report Q1 2013

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BluSky Marketing has released their latest Luxury Hotel Benchmarking Report based on the results from the Online Hotel Guest Experience Survey Programme. The benchmarking report is the second to be released by BluSky Marketing and is the only report of its kind for the luxury and boutique hotel sector.

This unique benchmarking report, based on real reviews from real guests, enables hoteliers to monitor their respective performance against their contemporaries.

The results are devised from the Online Hotel Guest Experience Survey questions from some of the leading luxury and boutique hotel properties in the UK, including The Arch London, Bovey Castle Lords of The Manor, The Marcliffe Hotel & Spa and The Capital London.

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BluSky Marketing Luxury Hotel Benchmarking Report Q1 2013

  1. 1. 1www.bluskymarketing.comLuxury Hotel Benchmarking Reportby BluSky MarketingJanuary to March 2013
  2. 2. 2www.bluskymarketing.comIntroductionLuxury & Boutique Hotels includedLuxury Hotel Benchmarking Report
  3. 3. 3www.bluskymarketing.comIntroductionOverviewLuxury Hotel Benchmarking Report• The Luxury Hotel Benchmarking Report is based on the results from luxuryand boutique hotels participating within the online hotel guest experiencesurvey 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 gueststo respond to their recent experience via email, with a link to the online survey• The hotel guest experience survey results included within the report coverthe period from 1st January to 31st March 2013• There is no incentive offered to each guest to respond to the online survey
  4. 4. 4www.bluskymarketing.comKey FindingsOverviewLuxury Hotel Benchmarking Report• 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 expectationscontributes significantly to overall guest experience and “Star Rating”• Selected hotels securing upto 60% response rate, or alternatively upto 700responses per quarter, without incentive to complete guest experience survey(* = average across all hotels included within Luxury Hotel Benchmarking Report)
  5. 5. 5www.bluskymarketing.com5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very PoorHow would you rate your overall satisfaction with…?4.54.634.294.714.414.724.244.384.72 4.704.474.184.583.94.04.14.24.34.44.54.64.74.8Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LLuxury Hotel Benchmarking Report= Average | (= no. Responses January to March 2013)Guest Satisfaction Average (Star Rating)(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
  6. 6. 6www.bluskymarketing.comGuest AwarenessHow 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LPrevious WOM/Rec. Org Book. Ad/Article Search www Email Trip Adv. Social Media OtherLuxury Hotel Benchmarking ReportPlease note: does not equal 100% as guests can choose multiple options(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
  7. 7. 7www.bluskymarketing.comGuest AwarenessHow 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LCalled Direct Emailed Direct WWW Other Website OtherLuxury Hotel Benchmarking ReportPlease note: does not equal 100% as guests can choose multiple options(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
  8. 8. 8www.bluskymarketing.comGuest Satisfaction OverviewHow 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LExcellent GoodLuxury Hotel Benchmarking ReportXX% = “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)= Average | (= no. Responses January to March 2013)
  9. 9. 9www.bluskymarketing.comGuest Future IntentionsHow 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LYes Definitely YesLuxury Hotel Benchmarking Report(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)= Average | (= no. Responses January to March 2013)
  10. 10. 10www.bluskymarketing.comGuest Future IntentionsHow 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LYes Definitely YesLuxury Hotel Benchmarking Report(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)= Average | (= no. Responses January to March 2013)
  11. 11. 11www.bluskymarketing.comDining ExperienceFood | Service | Overall Dining Experience - “Excellent” Rating % Per55% 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LFood Service OverallLuxury Hotel Benchmarking Report(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)= Average | (= no. Responses January to March 2013)
  12. 12. 12www.bluskymarketing.comGuest ExpectationsHow 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%Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel LExceeded Met Fell BelowLuxury Hotel Benchmarking Report(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)= Average | (= no. Responses January to March 2013)
  13. 13. 13www.bluskymarketing.comChris LarsenManaging DirectorBluSky Marketing LimitedThe Old Doctor’s Surgery4 West EndExton, OakhamRutland, LE15 8BDT: +44-(0)1572 420 012F: +44-(0)1572 812 705E: chris@bluskymarketing.comW:www.bluskymarketing.comClick Here Download BrochureLuxury Hotel Benchmarking ReportContact InformationHotel Guest Experience Surveys

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