Three Chains Top Satisfaction Survey
Crowne Plaza, Mantra and Westin narrowly lead over their 24 competitors in the latest Roy Morgan Research Hotel Customer Satisfaction Survey. According to the latest survey findings the average satisfaction for all hotels and resorts is 79%.
Results show 88% of customers were satisfied with Crowne Plaza, Mantra and Westin, followed closely by Hilton (87%) and Sheraton (86%).
Sofitel has fallen sharply from 85%, ranked fourth, for the year ended February 2010 to 82% for the year ended February 2011, no longer sitting in the top ten hotels for satisfaction. Satisfaction for Westin however has shown a remarkable increase, from 82%, ranked tenth, for the year ended February 2010, to ranking in third place at 88% for the year ending February 2011.
Jane Ianniello, international director of tourism, travel & leisure, Roy Morgan Research, remarked, “There is only a two percentage point gap in customer satisfaction between the top five performing hotels, indicating that all of them are competing strongly for the same premium customers.
“Most of these customers of luxury hotel chains believe quality is more important than price and many have favourite brands for most things they buy. It is increasingly important to understand as much as possible about these premium customers — what they are interested in, what they read, watch, visit and what services or partnerships might enhance their relationship with these chains.”
Marriott and Quest rated 84% while Grand Mercure made 83% with Golden Chain and Intercontinental hitting 82%.
Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 months; March 2010 – February 2011 n=7,465, and March 2009 — February 2010. n =7,723.
“% satisfied” is the proportion of all customers who are “Very” or “Fairly” satisfied with that hotel or resort (on a five point scale).
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