Tuesday, October 18th, 2011 - Roy Morgan Research
Crowne Plaza and Sheraton share the top position for customer satisfaction, both with 90% of customers satisfied for the twelve months to August 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 80% for the year ending August 2011.

Customer satisfaction for both Mantra and Hilton were not far behind, both with 89% for the year ending August 2011.
Greatest improvement in satisfaction was recorded for Golden Chain, up nine percentage points compared to the previous year.


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


Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; September 2010 – August 2011 n=7,388, and September 2009 – August 2010 n =7,697. “% 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:

“Despite domestic tourism being down and fewer Australians staying at hotels or motels on their domestic holidays, satisfaction with the experience is generally up. The highest levels of satisfaction are recorded by the premium hotels Crowne Plaza and Sheraton, but the biggest improvement is among customers who stayed at Golden Chain, a moderately priced motel chain run by independent owner/operators, and with more locations throughout Australia than any other accommodation group.

“Industry sources report that a shortage of new room stock and a revival in business travel means that hotel occupancies are improving.”


The latest detailed Roy Morgan Hotels and Resorts Customer Satisfaction 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.

An extensive range of Hotel Customer Profiles, including customers of Crowne Plaza, Sheraton, Mantra, Hilton, Marriot and many more, provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

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Crowne Plaza, Sheraton, Mantra, Hilton, Marriot

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