Crowne Plaza holds the top position for customer satisfaction, however competition continues to be tight. The Roy Morgan Research Hotel Customer Satisfaction Survey measures twenty-seven accommodation providers, with the latest data showing the average satisfaction for all Hotels and Resorts is 79% for the year ending April 2011.
For the year ending April 2011, 90% of customers were satisfied with Crowne Plaza, followed closely by Mantra (89%), and Hilton (88%). Sheraton (87%) and Westin (86%) also made the top five.
In the same period, all hotels that ranked in the top ten for customer satisfaction have improved on the previous year, except for Intercontinental, down 8% points, and Marriott, down 3% points.
Hotels/Resorts Customer Satisfaction - Top 10 Performers in the 12 months to April 2011
Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; May 2010 - April 2011 Sample: n=7,374, and May 2009 - April 2010 n =7,698. "% 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, Roy Morgan Research, says:
"There is only a four 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.
"To reach these premium customers marketers will need a thorough understanding of media habits. They are more likely than the average Australian to read national and metro newspapers as well as business and financial newspapers. In addition they are more likely to attend the cinema or watch Pay TV."
Purchase the complete detailed Roy Morgan Hotels and Resorts Customer Satisfaction Report. This report covers 27 hotel brands and is a vital tool for any business associated with the Travel and Tourism industry. This report provides information on both patronage levels as well as overall satisfaction with last stay at a hotel. It enables a hotel or resort chain to compare their overall performance with their competitors as well as tracking their performance over time.
Purchase detailed Roy Morgan Hotel Customer Profiles. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
Purchase from an extensive range of Travel and Tourism Reports or detailed Profiles of Travel Booking Methods and Travel Website Visitors.
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Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.
Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.