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.”
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