- Published on Wednesday, 11 January 2012 15:54
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Crowne Plaza and Sheraton continue to share the lead for hotel customer satisfaction, both with 91% of customers satisfied for the twelve months to November 2011.
The Roy Morgan Research Hotel Customer Satisfaction Survey measures 27 accommodation providers, with the latest data showing the average satisfaction for all hotels and resorts is 80% for the year ending November 2011.
Sheraton was ranked seventh in hotel customer satisfaction for the year ending November 2010, at 84%, and has shown great improvement over the last year to now share the lead with Crowne Plaza.
Third position, at 89%, is shared by three hotels – Westin, Hilton and Mantra.
Source: Roy Morgan
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says, "Customer satisfaction for most premium hotels has increased over the past 12 months; by contrast, satisfaction for most mid-range and basic hotels and motels has remained steady and sometimes declined.
"Competition is fierce amongst premium hotel brands and it is important for chains to understand the profile of premium hotel patrons – who they are, where they live, what motivates them, and, what media channels to use to communicate with them. Roy Morgan's Hotel Customer Profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia."