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.

1. 1www.bluskymarketing.com
Luxury Hotel Benchmarking Report
by BluSky Marketing
January to March 2013

2. 2www.bluskymarketing.com
Introduction
Luxury & Boutique Hotels included
Luxury Hotel Benchmarking Report

3. 3www.bluskymarketing.com
Introduction
Overview
Luxury Hotel Benchmarking Report
• The Luxury Hotel Benchmarking Report is based on the results from luxury
and boutique hotels participating within the online hotel guest experience
survey 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 guests
to respond to their recent experience via email, with a link to the online survey
• The hotel guest experience survey results included within the report cover
the period from 1st January to 31st March 2013
• There is no incentive offered to each guest to respond to the online survey

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Key Findings
Overview
Luxury 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 expectations
contributes significantly to overall guest experience and “Star Rating”
• Selected hotels securing upto 60% response rate, or alternatively upto 700
responses per quarter, without incentive to complete guest experience survey
(* = average across all hotels included within 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…?
4.5
4.63
4.29
4.71
4.41
4.72
4.24
4.38
4.72 4.70
4.47
4.18
4.58
3.9
4.0
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
Average Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel L
Luxury 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. 6www.bluskymarketing.com
Guest Awareness
How 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 L
Previous WOM/Rec. Org Book. Ad/Article Search www Email Trip Adv. Social Media Other
Luxury Hotel Benchmarking Report
Please note: does not equal 100% as guests can choose multiple options
(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)

7. 7www.bluskymarketing.com
Guest Awareness
How 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 L
Called Direct Emailed Direct WWW Other Website Other
Luxury Hotel Benchmarking Report
Please note: does not equal 100% as guests can choose multiple options
(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)

8. 8www.bluskymarketing.com
Guest Satisfaction Overview
How 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 L
Excellent Good
Luxury Hotel Benchmarking Report
XX% = “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. 9www.bluskymarketing.com
Guest Future Intentions
How 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 L
Yes Definitely Yes
Luxury Hotel Benchmarking Report
(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
= Average | (= no. Responses January to March 2013)

10. 10www.bluskymarketing.com
Guest Future Intentions
How 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 L
Yes Definitely Yes
Luxury Hotel Benchmarking Report
(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
= Average | (= no. Responses January to March 2013)

11. 11www.bluskymarketing.com
Dining Experience
Food | Service | Overall Dining Experience - “Excellent” Rating % Per
55% 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 L
Food Service Overall
Luxury Hotel Benchmarking Report
(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
= Average | (= no. Responses January to March 2013)

12. 12www.bluskymarketing.com
Guest Expectations
How 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 L
Exceeded Met Fell Below
Luxury Hotel Benchmarking Report
(373) (158) (460) (710) (169) (102) (88) (79) (263) (63) (143) (222)
= Average | (= no. Responses January to March 2013)

13. 13www.bluskymarketing.com
Chris Larsen
Managing Director
BluSky Marketing Limited
The Old Doctor’s Surgery
4 West End
Exton, Oakham
Rutland, LE15 8BD
T: +44-(0)1572 420 012
F: +44-(0)1572 812 705
E: chris@bluskymarketing.com
W:www.bluskymarketing.com
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Luxury Hotel Benchmarking Report
Contact Information
Hotel Guest Experience Surveys