Announcement posted by Roy Morgan Research 25 Aug 2011
For the year ending June 2011, 90% of customers were satisfied with Crowne Plaza, followed closely by Mantra (89%), Sheraton (88%), Hilton (87%), and Westin (86%).
Greatest improvement in satisfaction was recorded for Golden Chain (up 4%), Sheraton (up 3%), Crowne Plaza (up 2%) and Hilton (up 1%).
Hotels/Resorts Customer Satisfaction – Top 10 Performers in the 12 months to June 2011
Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; July 2010 – June 2011 n=7,308, and July 2009 – June 2010 n =7,681. “% 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:
“There is only a four percentage point gap in customer satisfaction between the top six performing hotels, indicating that all of them are competing strongly for the same premium customers.
“To reach these critical premium customers you need to understand who they are and what media they use.They 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 read national and metro newspapers as well as business and financial newspapers. In addition they are more likely to go to the cinema or watch Pay TV.”
Purchasethe complete Roy Morgan Hotels and Resorts Customer Satisfaction Report. This 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.
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