Wednesday, October 5th, 2011 - Roy Morgan Research
Marriott, top performer in July 2010, has slipped to 6th place. Mantra and Crowne Plaza share the top position for customer satisfaction, both with 90% of customers satisfied for the twelve months to July 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 is 79% for the year ending July 2011.

Customer satisfaction for Sheraton was not far behind with 89% for the year ending July 2011, as were Westin and Hilton, both at 87%.

Greatest improvement in satisfaction was recorded for Golden Chain, up six percentage points from 79% to 85% compared to the previous year.

Hotels/Resorts Customer Satisfaction – Top 10 Performers in the 12 months to July 2011

Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; August 2010 – July 2011 n=7,335, and August 2009 – July 2010 n =7,691. “% 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 six performing hotels, indicating that all of them are competing strongly for the same premium customers.

“To reach these critical premium customers you need to understand what motivates them. They are more likely than the average Australian to ‘trust well known brands’ and ‘believe quality is more important than price’. They are also more likely live a ‘full and busy life’ and claim that ‘success is important’ to them.”

View 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.

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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.

Vaishali Nagaratnam
P: 0392245309


Mantra, Crowne Plaza, Westin, Golden Chain, Novotel, Quest, Hilton, Westin, Sheraton



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