Hotel Guests Feel They Are Getting More for Their Money
Casinos Struggle; Economy Hotels Shine
Market Metrix Announces Third Quarter 2009
Customer satisfaction edged up slightly for hotels (+0.1 to 82.8) and airlines (+0.1 to 75.7) but declined for rental car companies (–0.4 to 79.2) in the third quarter of 2009. Pan Pacific Hotels & Resorts, Virgin Atlantic, and Enterprise Rent–A–Car ranked number one in hotel, airline, and rental car industry customer satisfaction, respectively.
Comparing performance across the hospitality industry
With lower rates and hotels scrambling for their business, guests report they are getting more for their money. Compared to 2008, scores for “Value” changed more than any other measure (+1 to 81.8) across all hotels. This is welcome news for the hotel industry as consumers and businesses tighten spending on vacations and scale back on conventions and business travel. Upscale Casinos (+1.5) and Luxury Hotels (+1.4) showed the biggest gains in customer value while Timeshare Accommodations (–0.3) showed a decline in perceived value among their guests. Among hotel brands, Mandarin Oriental (+10), Pan Pacific Hotels & Resorts (+7), and Kimpton Hotels (+6) have achieved the biggest gains in overall customer value, compared to 2008 results.
Customer satisfaction for hotels was highest for Timeshare Accommodations (87.0) with WorldMark by Wyndham (89.5) earning the top spot for the first time. Economy brands (+0.8 to 78.5) have improved more than any other segment in 2009 with Jameson Inns earning the top score (87.5) and Rodeway showing the biggest gain (+3.7 to 80.1). Compared to 2008, the brands with the biggest improvement include Mandarin Oriental (+3.0 to 93.6), Kimpton Hotels (+2.3 to 92.2) and Stratosphere Casino Hotel & Tower (+2.2 to 80.9). Gaylord Entertainment (–5.7 to 82.8) and Bellagio (–3.9 to 85.5) have posted the biggest declines in 2009.
Passenger satisfaction with airlines improved (+0.1 to 75.7) in the third quarter despite the struggling economy. High volatility in fuel prices, indifferent service, labor problems, congested airports, and financial challenges have plagued the industry for a long time and even with the current improvement, airlines remain the lowest scoring industry in the MMHI. Virgin Atlantic (87.1) was the top scoring airline. Advertising its “In–flight Ice Cream While You Watch Movies on Your Personal Seatback TV” Virgin Atlantic impresses customers with better service, lower costs, and innovative products.
The car rental industry (–0.1 to 79.6) continues to face a difficult operating environment with fewer people renting cars and rising costs. Reductions in staff and operational cutbacks continue to hamper service and impact customer satisfaction. Alamo (+1.0 to 79.4) showed the biggest improvement in customer satisfaction while National (–0.8 to 79.5) showed the biggest decline. Enterprise continues their industry dominance with overall satisfaction and loyalty scores well above competitors.
About MMHI | Based on 35,000 customer interviews conducted each quarter, the Market Metrix Hospitality Index (MMHI) is the largest and most in–depth measure of hospitality company performance available today. Our annual MMHI Awards are coveted by lodging and travel enterprises around the world. These benchmarks, delivered through our flagship product Customer Metrix®, enable Market Metrix clients to compare their results to competitors by STAR segment, AAA classification, Brand, SMSA, industry averages, performers in the top 10% and other classifications. The MMHI is also available by subscription.
About Market Metrix | Market Metrix has been helping leading hospitality companies turn feedback into performance since 1996. Combining award–winning research with powerful products, Market Metrix gives clients essential information, guidance and tools to make informed business decisions. Software–as–a–Service (SaaS) based products help clients save money, improve guest and employee loyalty and gain control over the new social media wave.
Jonathan Ph.D. Barsky