When Guests “Phone It In”
|September 28, 2005 - Coyle Hospitality Group recently conducted 200
reservation calls to upscale spas throughout the United States in an effort
to benchmark the quality of the initial encounter many guests have with
a spa. Forty-four states were represented. All spas were scored
using 24 service benchmarks designed by CHG staff. These service benchmarks
indicate performance in Service, Hospitality, Attention to Detail, and
Revenue Generation. Results are available in aggregate form only,
with individual spa data remaining confidential.
Calls were placed during normal business hours and a CHG representative, posing as a typical guest, made a standardized inquiry for a treatment, and completed a booking. Immediately after the interaction, a scorecard was completed, and the appointment was cancelled.
Data was collected and analyzed in the aggregate to determine what opportunities (if any) existed for those spas looking to gain or retain market share during the important inquiry/booking process.
A sampling of the standards tested include:
To properly evaluate the performance from the guest perspective, each standard was cross-indexed into one of the following categories:
Sample Size: 200 interactions
Summary of Findings
The data suggests that most spas are very capable of presenting a positive first impression with very high scoring in service (91%) and hospitality (87%) during the reservation call. The data also indicates that spas can improve the process to maximize potential revenue by having staff engage in basic upselling techniques. There is also an opportunity to more consistently shape the guest expectation and ensure guest satisfaction upon their arrival to the spa and receipt of their service.
Full Survey Results are available upon request. To sign up for
a free reservation call to be compared to the data set, please e-mail firstname.lastname@example.org
or visit us at the ISPA conference from September 30-October 3 in booth
Based in New York City since 1996, Coyle Hospitality Group is a market leader providing mystery shopping and brand quality assurance services exclusively to hotels, restaurants and now spas worldwide. A selection of current Coyle Hospitality Group hospitality clients includes Little Palm Island Resort & Spa, Intercontinental Hotels & Resorts, Morgans Hotel Group, Kimpton Hotels & Restaurants, Starr Restaurant Organization, Affinia Hospitality, China Grill Management and Daniel Boulud Restaurants. Since 1996, CHG has completed over 20,000 quality evaluations exclusively for hospitality clients. For more information please visit www.coylehospitality.com
CHG has developed SpasQore, a customized measurement program that enables spas of all sizes to set standards and measure performance over time. SpasQore is delivered to clients online via CHG’s proprietary SQL database that enables client-driven set-up and output; on-the-spot trending analysis; customized roll-up reporting; multiple brand platforms; dynamic archiving (reports, pictures and recordings). This ease of reporting allows management to access any part of the report, at any time, through a web browser.
|Also See:||Coyle Hospitality Group’s 2005 Spa Industry Survey Finds Quality of Service Provider and Cleanliness are Keys to Satisfaction / September 2005|
|Coyle Hospitality Group Partners with HOTEL BUSINESS® Magazine for Third Annual Travel Sentiment Survey / September 2005|
|Noble House Hotels & Resorts Chooses CHG's New SpasQore Mystery Shopping Tool / June 2005|
|Kimpton Hotels & Restaurants Selects Coyle Hospitality Group to Measure Global Performance of its Diverse Brands / June 2005|
|Coyle Hospitality Group Launches Spa Division; Renowned Hospitality Firm Now Offers Their Unique Combination of Credibility, Market Knowledge and Experience to the Spa World / June 2005|
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