Market Metrix Announces Third Quarter 2011 Hospitality Index Results
Peninsula Hotels Rated #1 in Guest Satisfaction for Q3 2011 | Price Sensitivity of Guests on the Rise, Especially for Casinos and Luxury Hotels
Guest satisfaction with hotels remained steady in the third quarter of 2011 (–0.05 to 84.5). Peninsula Hotels posted the top customer satisfaction score among hotel brands. The largest gains occurred among casinos (+0.2 to 83.5) while Luxury hotels posted the biggest decline (–0.2 to 89.2) compared to the previous quarter.
Guests are becoming more price sensitive, perhaps in response to recent rate increases and the weak economy. Price sensitivity is measured by tracking guests' willingness to pay more before switching brands. In 2009 the average hotel guest was willing to pay 20% ($12.38) more per night before switching to another hotel. In 2011 that number has declined to 18%. This decline has been more severe among casino (–10% to 30%) and luxury hotel guests (–5% to 18%). Only upscale hotel guests have become less price sensitive since 2009. Customers who are satisfied with their hotel stay show a larger price tolerance and are willing to pay more compared to other customers. But with customer satisfaction remaining flat, increased price sensitivity can negatively impact occupancy and average daily rate.
Performance across the Hotel Industry
Luxury hotels received the highest satisfaction scores (–0.2 to 89.2) led by Peninsula Hotels (98.9). Sofitel Hotels also showed marked improvement compared to the prior quarter (+1.7 to 89.9). Timeshares ranked second (86.7) with Disney Vacation Club retaining the top spot despite slightly lower scores (–0.1 to 88.0). Affinia Hotels led the Upper Upscale hotel segment (–1.0 to 93.8) with Le Meridian posting the biggest gain (+1.1 to 87.5).
Among Casinos, customer satisfaction improved (+0.2 to 83.5) with South Point Hotel Casino Spa (88.4) taking first place. In this segment Rio (+1.6 to 84.8) showed the biggest improvement compared with last quarter. Upscale Casinos were down slightly (–0.22 to 84.5) with Wynn Las Vegas (–0.5 to 89.8) receiving the highest evaluations from guests. Las Vegas Hilton (+1.8 to 82.0) posted the biggest gain compared to last quarter.
About Market Metrix
Clarabridge’s customer experience management platform helps hundreds of the world’s leading brands understand and improve the customer journey. Powered by the industry’s most sophisticated customer analytics engine, Clarabridge collects and transforms all forms of customer feedback into intelligence, allowing businesses to activate the voice of the customer across the enterprise. Industry leaders including PetSmart, United Airlines, L’Oréal USA, Virgin Active, Rackspace, and ADP use Clarabridge insights to inform key business decisions. The result: happy, loyal customers.