Sheraton was ranked seventh in hotel customer satisfaction for the year ending November 2010, at 84%, and has shown great improvement over the last year to now share the lead with Crowne Plaza.
Third position, at 89%, is shared by three hotels – Westin, Hilton and Mantra.
Hotels/Resorts Customer Satisfaction – Top 10 Performers in the 12 months to November 2011
Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; December 2010 – November 2011 n=7,460, and December 2009 – November 2010 n =7,666. “% 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:
“Customer satisfaction for most premium hotels has increased over the past 12 months; by contrast, satisfaction for most mid-range and basic hotels and motels has remained steady and sometimes declined.
“Competition is fierce amongst premium hotel brands and it is important for chains to understand the profile of premium hotel patrons – who they are, where they live, what motivates them, and, what media channels to use to communicate with them. Roy Morgan’s Hotel Customer Profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.”
The complete 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.
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.