News for the Hospitality Executive
Resorts Rated #1 In Guest Satisfaction For 2011
Rebounding Economy Boosts Customer Service Levels Across Industry
-- Market Metrix Announces Annual 2011 Hospitality Index Results --
LARKSPUR, Calif. – March 01, 2012 – Guest satisfaction with hotels improved in 2011 over the prior year (+1.2 to 84.5) due in part to improved hotel performance and the positive industry outlook. The largest gains occurred among luxury hotels (+2.9 to 88.8) while Midscale (w/o F&B) hotels posted the biggest decline (-0.3 to 83.5) compared to the previous year. Oberoi Hotels and Resorts posted the top customer satisfaction score among all hotel brands in 2011 (96.8). Encore (+1.2 to 89.8) received the highest evaluations among casino customers.
With more hiring and the return of some guest services, nearly every sector of the hospitality industry posted better service scores last year. Employee related areas showed the biggest gains compared to the prior year (Friendliness Front Desk +2.0 to 88.6, Can do attitude +1.6 to 85.5). Higher guest emotion scores (+1.0 to 79.0) also reflected improved guest service (e.g., Comfortable +1.7 to 85.4 and Welcome +1.7 to 86.0). Affinia Hotels showed the largest gain of any single brand (+9.7 to 94.0) in the Service category. Service scores for luxury hotels soared (+3.1 to 86.4) with Baglioni Hotels (+8.8 to 94.4) and Taj Hotels (+5.8 to 90.2) showing big gains in this segment. The only segment to show a decline in service scores were Upscale Casinos (-0.2 to 83.8).
Performance across the Hotel Industry
Luxury hotels received the highest satisfaction scores (-0.2 to 88.8) led by Oberoi Hotels and Resorts (96.8). Upper Midscale hotels also did well (+2.3 to 84.1) with TownPlace Suites (+2.4 to 88.1) and Holiday Inn Hotels & Resorts (+1.1 to 83.0) posting the biggest gains in customer satisfaction compared to a year earlier.
Among Casinos, customer satisfaction improved (+0.5 to 83.6) with South Point Hotel Casino (88.4) receiving the top score. Tropicana Resort and Casino Las Vegas (+6.2 to 88.0) showed a dramatic improvement over the prior year. Customer satisfaction among Upscale Casinos was down slightly (-0.2 to 84.2) with Encore Casino (89.8) receiving the highest evaluations from guests. Among Upscale Casinos, Las Vegas Hilton (+2.5 to 81.7) posted the biggest gain compared to last year.
Based on 35,000 customer interviews conducted each quarter, the Market Metrix Hospitality Index (MMHI) is the largest and most in-depth measure of hospitality company performance available today. Our annual MMHI Awards are coveted by lodging and travel enterprises around the world. These benchmarks, delivered through our flagship product Customer Metrix™, enable Market Metrix clients to compare their results to competitors by STAR segment, AAA classification, Brand, SMSA, industry averages, performers in the top 10% and other classifications. The MMHI is also available by subscription.
About Market Metrix
Market Metrix provides the leading guest and employee feedback systems to the worldwide hospitality industry. With award-winning research and powerful technology, Market Metrix helps clients make the right business decisions. Our Software-as-a-Service (SaaS) products are used by more hospitality companies than any other, supporting thousands of businesses in 70+ countries. Market Metrix has been helping hospitality companies turn feedback into performance since 1996. For more information, visit www.marketmetrix.com.
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