BluSky Marketing has released their third Luxury Hotel Benchmarking Report based on the results from their Online Hotel Guest Experience Survey Programme. The benchmarking report is the only one of its kind for the luxury and boutique hotel sector and continues to grow it’s stature as additional luxury properties continue to sign up to the programme.
This unique benchmarking report, based on 3,702 real reviews from real guests between April and June 2013, enables hoteliers to monitor their respective performance against their contemporaries. Of the 15 luxury and boutique hotels included within the report a number of hotels are either included within the Small Luxury of the Worlds Hotel or Pride of Britain consortiums, though not exclusively.
“There are a number of hoteliers who are prepared to give away commission to OTA’s and/or spend significant amounts with a variety of referral sites to drive traffic and potential bookings. What the report communicates loud and clear is about the importance of the guest experience and satisfaction. If hotels get it right from the moment a guest enquires about a reservation to the time they leave the property, that hotel will have a satisfied guest who is the most powerful source of non commission future business” commented Chris Larsen, Director of BluSky Marketing.
Interestingly, the report brings to light the importance of digital with SEO, hotels website, email marketing and TripAdvisor accounting for 29% of guests enquiries up from 23% last month. However, when it comes making the reservation 46% pick up the phone and call the hotel direct. A limited number of luxury and boutique hotels have their phone number clearly displayed at the top right hand side of a responsive website to make it easy for a potential guest to “click and call” the hotel direct after searching the web.
“Not only do we find the hotel guest experience survey one the best systems we have come across in the hospitality industry, but the benchmarking report provides additional insight we cannot access from anywhere else. Critical when you are managing a luxury property where you need to continuously improve the property and service you offer the savvy guest of today’’ mentioned Andrew Mackay, General Manager, The Devonshire Arms Country Hotel and Spa.
The benchmarking report also reinforces that the dining experience (including quality of food) and exceeding guests expectations continue to contribute significantly to overall guest satisfaction.
BluSky Marketing’s Luxury Hotel Clients include:
The Arch London, Bovey Castle, The Capital London, The Devonshire Arms Hotel and Spa, The Feathers, Feversham Arms & Verbena Spa, The Five Arrows, Lords of the Manor, The Marcliffe Hotel & Spa, No11 Cadogan Gardens, Talbot Hotel Malton, Rockliffe Hall, Sopwell House and Stapleford Park.