BluSky Marketing has released their third Luxury Hotel Benchmarking Report based on the results from their Online Hotel Guest Experience Survey Programme. This unique benchmarking report, based on 3,702 real reviews from real guests between April and June 2013, enables hoteliers to monitor their respective performance against their contemporaries.
There are a number of hoteliers who are prepared to give away commission to OTA’s and/or spend significant amounts with a variety of referral sites to drive traffic and potential bookings. What the report communicates loud and clear is about the importance of the guest experience and satisfaction. If hotels get it right from the moment a guest enquires about a reservation to the time they leave the property, that hotel will have a satisfied guest who is the most powerful source of non commission future business.
Interestingly, the report brings to light the importance of digital with SEO, hotels website, email marketing and TripAdvisor accounting for 29% of guests enquiries (up from 23% last quarter). However, when it comes to making the reservation 46% pick up the phone and call the hotel direct. Consequently, How many luxury and boutique hotels have their phone number clearly displayed at the top right hand side of a responsive website making it easy for a potential guest to “click and call” the hotel direct after searching the web?
“Not only do we find the hotel guest experience survey one the best systems we have come across in the hospitality industry, but the benchmarking report provides additional insight we cannot access from anywhere else. Critical when you are managing a luxury property where you need to continuously improve the property and service you offer the savvy guest of today’’
Andrew Mackay, General Manager, The Devonshire Arms Country Hotel and Spa.
The benchmarking report also reinforces that the dining experience (including quality of food) and exceeding guests expectations continue to contribute significantly to overall guest satisfaction.
The report compares the online Hotel Guest Experience Survey results of 15 luxury and boutique hotels from across the UK with a total of 3,702 respondents. A number of hotels are either included within the Small Luxury of the Worlds Hotel or Pride of Britain consortiums, though not exclusively. To find out more about the surveys please click here.
To get your copy of the Luxury Hotel Benchmarking report, please click here.