Sheraton and Crowne Plaza lead in customer satisfaction
Satisfaction with premium hotels in Australia has improved across the board but Sheraton and Crowne Plaza continue to share the top position,
both with 91% of customers satisfied for the 12 months to September 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 at 80% for the year ending September 2011.
Marriott holds third position at 90%, followed by Hilton and Mantra, both at 89% for the year ending September 2011.Greatest improvement in satisfaction was recorded for Quality; at 84% it is up nine percentage points compared to the previous year.
Hotels/resorts customer satisfaction – top 10 performers in the 12 months to september 2011
Source: Roy Morgan Single Source: Total stayed at a hotel or resort in the last 12 months; October 2010 – September 2011 n=7,396, and October 2009 – September 2010 n =7,641. “% satisfied” is the proportion of all customers who are “Very” or “Fairly” satisfied with that hotel or resort (on a five point scale).
Jane Ianniello, international director of tourism, travel & leisure says, “In this crucial time for the Australian tourism industry, the Roy Morgan Holiday Tracking Survey shows fewer Australians holidaying within Australia and more going overseas. Satisfying high value travellers has never been more important. 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.
“Premium hotel chains are successfully catering to their customer needs – these patrons are more likely than the average Australian to be high income earners and have a managerial, professional or white-collar job. They are more likely to agree that they “have favourite brands for most things”, that “success is important to me”, and that they “try to be stylish”.
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