Friday, April 13th, 2012
New Roy Morgan Research data shows that satisfied hotel guests are far more likely to be planning a trip in the near future than the Australian population. A total of 85% of satisfied hotel guests plan to take a trip in the next 12 months, compared with 69% of the general population.
In today’s competitive hotel and tourism market, reaching satisfied guests is important. By viewing the Roy Morgan Satisfied Hotel Customer Profiles we are able to learn of the characteristics of satisfied hotel guests for each brand. For example, 74% of satisfied guests would like to holiday where they can experience local culture, 71% aren’t interested in advertising posters in shopping centres, and 61% notice advertising on buses. These, as well as many other relevant insights, help hotels reconnect with satisfied guests.

Attitudes of Satisfied Hotel Guests towards Holidays and Advertising

Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 6,401.

Satisfied hotel guests are more likely than the general Australian population (14+) to have the characteristics listed in the chart above. The Roy Morgan Satisfied Hotel Customer Profiles show how satisfied customers compare to the Australian population across many different attitudes, activities, demographics and media usage.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Building brand loyalty in today’s struggling tourism and travel market is a necessary strategy for success. By being able to reach satisfied customers with marketing and advertising, a business increases their chances of building relationships with these customers and securing their future business.”

The latest detailed Roy Morgan Satisfied Hotel Customer Profiles examine the attitudes, activities, media usage and demographics of the satisfied customers of hotels such as All Seasons, Best Western, Breakfree, Budget, Comfort, Crowne Plaza, Formule 1, Golden Chain, Grand Mercure, Hilton, Holiday Inn, Ibis, Mantra, Marriott, Quality, Quest, Rydges, Sheraton, Sofitel, Travelodge and Westin.

The latest detailed Roy Morgan Hotel and Resort Customer Satisfaction Report provides information on both patronage levels as well as overall satisfaction with last hotel or resort stay. A comparison between chains is made for the premium, mid-level and basic accommodation categories.

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


hotels, survey of hotels, hotels and resorts



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