Friday, December 16th, 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 October 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 October 2011.

Third position at 89% is shared by five hotels – Westin, Intercontinental, Hilton, Mantra and Marriott.

Greatest improvement in satisfaction was recorded for Golden Chain; at 88% it is up nine percentage points compared to the previous year.

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

Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; November 2010 – October 2011 n=7,450, and November 2009 – October 2010 n =7,674. “% 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.

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

Contact Profile

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


Sheraton Crowne Plaza Share Lead Hotel Customer Satisfaction



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