Direct Calls for Luxury & Boutique Hotels Still High, But Are Hoteliers Learning?

6th Luxury Benchmarking Report BluSky Marketing Q1 2014 - Blog Image


The 6th Luxury Hotel Benchmarking Report recently released by BluSky Marketing highlights that 63% of guest’s call a luxury and boutique hotel directly in the UK to make their reservation.

The benchmarking report is based on 3,337 real reviews from real guests between January and March 2014 across15 luxury and boutique hotels.  The report is part of a unique online hotel guest experience programme, BluSky Reviews, and shows 63% of guests call directly to make a hotel reservation, up from 49% last quarter.  What does that really mean and what can luxury and boutique hotels learn from this key insight?

“What I find astonishing is that we have seen direct calls to properties since late 2012 at levels of 50% plus, but I am still surprised to see a number of hotels without their phone number clearly on the top right hand corner of their website and “click & call” enabled.  But rather, buried down the bottom of their site trying to make it as difficult as possible for guests to find.  When guests do call a property, a number of reservation teams are not trained correctly or experienced in up selling the potential guest to an even better experience, but rather offered the best available rate already on the site.  For a number of properties, we are all seeing upto 25% of guests attempting to make reservations between 5pm to 11pm and those calls are being managed by the night team, some of whom do not have the best grasp of the English language” highlights Chris Larsen, Managing Director, BluSky Marketing.

The latest benchmarking report also highlights that search and a hotels website drives 25% of awareness, which is only second to repeat guests, word of mouth and recommendation sitting at 53%.  Other websites dropped from 12% last quarter to 1% while social media remains low at 0.5%, down from 1% last quarter.

BluSky Marketing has also announced that it can now offer a hotel guest experience survey from £75, €75 or $99 per month flat fee.

Download your free copy of the 6th Luxury Hotel Benchmarking Report by clicking here.

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