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Crowne Plaza and Sheraton Lead in Hotel Customer Satisfaction

Announcement posted by Roy Morgan Research 12 Jan 2012

Roy Morgan Research
Crowne Plaza and Sheraton continue to share the lead for hotel customer satisfaction, both with 91% of customers satisfied for the twelve months to November 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 November 2011.

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.”


Purchase the complete detailed Roy MorganHotels 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.

Purchase from an extensive range of detailed Roy MorganTravel and Tourism Reports or detailed Profiles of Travel Booking Methods and Travel Website Visitors.

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


For more details contact:

info@roymorganonlinestore.com