Tuesday, December 6th, 2011
Sheraton and Crowne Plaza continue to share the top position for hotel customer satisfaction, both with 91% of customers satisfied for the twelve months to September 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 at 80% for the year ending September 2011.

Marriott holds third position at 90%, followed by Hilton and Mantra, both at 89% for the year ending September 2011.

Greatest improvement in satisfaction was recorded for Quality; at 84% it is up nine percentage points compared to the previous year.

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

Source: Roy Morgan Single Source: Total stayed at a hotel or resort in the last 12 months; October 2010 – September 2011 n=7,396, and October 2009 – September 2010 n =7,641. “% 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:

“In this crucial time for the Australian Tourism Industry, the Roy Morgan Holiday Tracking Survey shows fewer Australians holidaying within Australia and more going overseas. Satisfying high value travellers has never been more important. 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.

“Premium hotel chains are successfully catering to their customer needs – these patrons are more likely than the average Australian to be high income earners and have a managerial, professional or white-collar job. They are more likely to agree that they “have favourite brands for most things”, that “success is important to me”, and that they “try to be stylish.”

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 Roy Morgan’s Hotel Customer Profiles profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

An extensive range of Roy Morgan Travel and Tourism Reports or detailed Profiles of Travel Booking Methods and Travel Website Visitors is also available.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

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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


Premium Hotels Australia Improved Across Board Sheraton Crowne Plaza Share Lead Hotel Customer Satisfaction



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