Customer satisfaction for Sheraton was not far behind with 89% for the year ending July 2011, as were Westin and Hilton, both at 87%.

Greatest improvement in satisfaction was recorded for Golden Chain, up six percentage points from 79% to 85% compared to the previous year.


Hotels/Resorts Customer Satisfaction – Top 10 Performers in the 12 months to July 2011


Source: Roy Morgan Single Source Total stayed at a hotel or resort in the last 12 month; August 2010 – July 2011 n=7,335, and August 2009 – July 2010 n =7,691. “% 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 what motivates them. They are more likely than the average Australian to ‘trust well known brands’ and ‘believe quality is more important than price’. They are also more likely live a ‘full and busy life’ and claim that ‘success is important’ to them.”

Purchase the complete detailed 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.

Purchase detailed Roy Morgan Hotel Customer Profiles. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Purchase from an extensive range of detailed Roy Morgan Travel 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