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Hotel customer satisfaction remains high
Some good news for hoteliers: despite the economic downtown, customer’s satisfaction remains at near-record levels.
At the same time, satisfaction with airline performance did not dip further.
So reports the most recent results of the Market Matrix Hospitality Index for the second quarter of 2008.
Customer satisfaction among all hotels is up (+1.0 to 82.7) compared to 2007.
This is the highest score for the industry in nearly five years and close to the all time high score of 83 recorded in 2001, just before 9/11.
The American Customer Satisfaction IndexTM (ACSI) also reports improved customer satisfaction for hotels for 2008 with the industry reaching record high scores.
“The increase in customer satisfaction with hotels is certainly good news and surprising given the current economic pressures to reduce staff and services,†said Jonathan Barsky, Ph.D., vice president of research for Market Metrix. He added:
“But in this economy hotels are focusing more on their current customers. And with occupancy rates down 2.6 % in the first half of 2008, guest staffing ratios have remained stable.â€
Other factors he cited that are helping to maintain or improve customer satisfaction:
- Recent investments in customer technology, facilities and new services.
- Expanded satisfaction measurement programs and pay-for-performance compensation.
- The growth of online customer reviews which help to manage guest expectations and deliver more pleasing hotel experiences.
For the first half of 2008, luxury hotels and mid-scale food & beverage hotels showed the most improvement.
Luxury brands showing the biggest gains include Intercontinental (+ 3.3), Taj Hotels (+ 2.8), and Ritz-Carlton (+ 2.8). The most improved midscale facilities without food and beverage brands are Howard Johnson (+ 2.7), Ramada (+ 2.2), and Red Lion Hotels (+ 1.9).
The only down-trending segment was Casinos with Flamingo Las Vegas (- 6.1), Excalibur Hotel & Casino (- 1.4), and Rio (- 0.8) posting the biggest declines.
Customer satisfaction with airlines rebounded slightly (+.5 to 73.8) from last quarter’s all-time record low score. But due to higher fuel prices there is no real improvement in sight.
“Airlines continue to reduce flights and staff while raising fares and adding fees,†said Dr. Barsky. â€That is not a formula to win consumer sentiment.â€
Report by David Wilkening
David
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