BluSky Marketing's Luxury Hotel Benchmarking Report 2013 Q3

346 views

Published on

BluSky Marketing’s latest Luxury Hotel Benchmarking Report illustrates that hotels who consistently deliver an exceptional guest experience could be selling as close to rack rate as possible, generated by non commission sources.

The benchmarking report, based on 4,795 guest responses from a portfolio of 17 UK luxury and boutique properties, illustrates that on average 44% of guests are either repeat guests or are staying at the hotel based on a recommendation or through word of mouth.

The best performing property within the report achieves 71% of guests. Of the 71% who were repeat guests or heard about the property via word of mouth or recommendation, 76% booked by calling direct, 9% booked through the hotel’s website and 5% emailed, leaving 10% or less of the bookings coming via 3rd party channels (90/10 ratio). Although overall, 16% (84/16 ratio) of all guests book via 3rd party channels.

However, a hotel within the same benchmarking report received only 17% of guests booking via word of mouth, recommendation or repeat guests. Out of those 17%, only 66% booked via calling direct, email or hotel website leaving 34% who booked via 3rd party channels (or a 66/34 ratio). Although overall, 40% (60/40 ratio) of all the guests booked via 3rd party channels.

The difference between the two properties equates to approximately £135,000 per annum, based on industry standard rates and if they were both 80 room properties, which is spent on the commission from the 3rd party channels.

To reduce this loss, Hoteliers need to drive their repeat guests and recommendations by delivering exceptional guest service, 24/7 356 days of the year, from the moment a guest has initial contact with the hotel until the moment they leave the property.

BluSky Marketing’s Luxury Hotel Benchmarking Report is based on the results from their Online Hotel Guest Experience Survey Programme, which includes The Arch London, Bovey Castle, Lords of The Manor, The Marcliffe Hotel & Spa, Poets House and The Capital London. The benchmarking report is based on results from July to September 2013 and is the 4th to be released by BluSky Marketing.

Published in: Travel, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
346
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

BluSky Marketing's Luxury Hotel Benchmarking Report 2013 Q3

  1. 1. Luxury Hotel Benchmarking Report by BluSky Marketing July to September 2013 www.bluskymarketing.com 1
  2. 2. Luxury Hotel Benchmarking Report Introduction Luxury & Boutique Hotels included Colwick Hall www.bluskymarketing.com 2
  3. 3. Luxury Hotel Benchmarking Report 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 (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 July to 30th September 2013 • 4,795 real guest reviews were secured during July to September 2013 or on average 282 per property, in comparison to 901 reviews (or 19% versus HGES) for the same properties during the same period on TripAdvisor • On average 3.3 negative reviews* (or 1.2% of HGES reviews) were captured in comparison to 3.6 negative reviews (or 6.9%) posted on TripAdvisor per property • There is no incentive offered to each guest to respond to the online survey www.bluskymarketing.com * negative review = poor or very poor overall experience 3
  4. 4. Luxury Hotel Benchmarking Report Key Findings Overview • Best in class luxury & boutique hotels achieving 4.4 plus “Star Rating” • Excellent overall satisfaction drives repeat guests & WOM/recommendation • Previous (23%*) & WOM/Recommendation (21%*) key business drivers • “Search” & “Hotel Website” continues to drive 24% of hotel awareness • Trip Advisor Business Listing drives* 6.4% of enquiries versus 3.5% for hotels without a Trip Advisor Business Listing, on average • Email Marketing (upto 5%) & Social Media (upto 2%) assisting hotel awareness • Called Direct (50%*) & Hotel Website (21%*) key reservation preferences by luxury guests • Selected hotels securing up to 28% via other websites (e.g. booking.com) • Dining experience (quality of food & service) and exceeding guests expectations continues to contribute significantly to overall guest experience • 59% or above “excellent” overall satisfaction, drives above average “Star Rating”, but more importantly up to 38% (commission free) WOM/Recommendations bookings • Where guests expectations “fell below” by 15% or above, this also contributed low “Star Rating” • Selected hotels securing over 200 Christmas enquiries per annum via HGES programme www.bluskymarketing.com (* = average across all hotels included within Luxury Hotel Benchmarking Report) 4
  5. 5. Luxury Hotel Benchmarking Report Guest Satisfaction Average (Star Rating) How would you rate your overall satisfaction with…? 5 = Excellent | 4 = Good | 3 = Fair | 2 = Poor | 1 = Very Poor 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) = Below average star rating 5
  6. 6. Luxury Hotel Benchmarking Report Guest Awareness How did you hear about us? 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com Please note: does not equal 100% as guests can choose multiple options 6
  7. 7. Luxury Hotel Benchmarking Report Guest Awareness How did you make your reservation? 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com 7
  8. 8. Luxury Hotel Benchmarking Report Guest Satisfaction Overview How would you rate your overall satisfaction with…? 42% 39% 32% 38% 32% 37% 41% 17% 33% 32% 33% 58% 71% 45% 59% 59% 29% 58% 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 8 XX% = “Stayed Previously” + “WOM/Recommendation”
  9. 9. Luxury Hotel Benchmarking Report Guest Future Intentions How likely are you to stay at …… in the future? 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 9
  10. 10. Luxury Hotel Benchmarking Report Guest Future Intentions How likely are you to recommend ..... to your friends and/or colleagues? 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 10
  11. 11. Luxury Hotel Benchmarking Report 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 42% 39% 32% 38% 32% 37% 41% 17% 33% 32% 33% 58% 71% 45% 59% 59% 29% 58% 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 11 XX% = “Stayed Previously” + “WOM/Recommendation”
  12. 12. Luxury Hotel Benchmarking Report Dining Experience Food | Service | Overall Dining Experience - “Excellent” Rating % Per 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 12
  13. 13. Luxury Hotel Benchmarking Report Guest Expectations How did your experience with us meet with your expectations? 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 13
  14. 14. Luxury Hotel Benchmarking Report Christmas Enquiries (per annum) Would you like to receive any further information…? Request for additional information regarding Christmas adjusted per hotel based on 50 room property, and annualised 4.4 4.6 4.7 4.7 4.2 4.2 4.7 4.2 4.4 4.3 4.1 4.5 4.7 4.7 4.2 4.2 4.6 4.5 (246) (137) (114) (115) (169) (177) (188) (772) (98) (62) (468) (674) (47) (235) (530) (573) (190) www.bluskymarketing.com = Average | (= No. of responses July to September 2013) 14
  15. 15. Luxury Hotel Benchmarking Report Contact Information Hotel Guest Experience Surveys Chris Larsen Managing Director BluSky Marketing Limited The Old Doctor’s Surgery 4 West End Exton, Oakham Rutland, LE15 8BD United Kingdom T: +44 (0)1572 420 012 F: +44 (0)1572 812 705 E: chris@bluskymarketing.com W:www.bluskymarketing.com www.bluskymarketing.com Click Here Download Brochure 15

×