Hotel Online  Special Report

Market Metrix Examines How Countries, Hotel Brands, and
Guests Differ Across the Global Hotel Industry


Which Country Provides the Most "Comfortable" Hotel Experience?

November 23, 2005 - The international component of the MMHI is based on 10,000 guest interviews of non-US hotel stays annually. The results offer a fascinating glimpse into how countries, hotel brands, and guests differ across the global hotel industry. Here are highlights from the most recent survey results.

Overall, customer satisfaction is slightly higher at overseas hotels. Comparing hotels of the same brand, both leisure and business travelers report superior overseas experiences. Based on non-US hotel stays among leisure guests, the top international hotel brand is Fairmont Hotels & Resorts.

Customer Satisfaction by Brand
Non-US Hotel Stays, Leisure Guests
Brand Customer
Fairmont 91
Four Seasons 91
Ritz Carlton 90
Sofitel 89
Renaissance 88
Satisfaction by Country

Hotels in the Philippines, Brazil, and Greece are delivering the highest levels of customer satisfaction. Guests staying at hotels in Belgium, the Netherlands and England reported the lowest overall customer satisfaction scores.

Customer Satisfaction by Country
Non-US Hotel Stays, All Guests
Country Customer
Philippines 89.9
Brazil 88.9
Greece 88.3
Singapore 87.9
South Korea 87.5
Which country provides the most "Comfortable" hotel experience? Greece. In fact, Greece was the winning country in 10 categories. For example, guests at Greek hotels reported feeling more "Pampered", "Elegant" and "Hip/cool" than guests staying in any other country. Greek hotels also received the highest scores for "Cleanliness", "Proper room lighting" and "Value for price".
High/low Scores by Country
Selected questions
Country Highest Score Lowest Score
Friendliness of front desk staff Brazil England
Efficient check-in  Philippines Belgium
Employees' 'can-do' attitude  Philippines Netherlands
Employees' knowledge of hotel and facilities Brazil UK
Room cleanliness Greece Israel
Bathroom cleanliness Greece Belgium
Friendliness of reservation agent Philippines Switzerland
Hotel telephones answered quickly South Korea Netherlands
Value for price Greece Scotland
Comfortable  Greece Scotland
Welcome South Korea England
Pampered  Greece Scotland
Respected Singapore England

Which country provides the least "Comfortable" hotel experience? Scotland. Scottish hotels also received the lowest score in other critical areas including "Value for price" "Likely to return" and "Likely to recommend".

Brand Consistency

The consistency of brand experience is becoming more important as most major hotel chains are rapidly expanding overseas. Among international chains, Comfort Suites, Quality Inns and Residence Inn By Marriott provide the most consistent guest experience across their system while guests staying with Renaissance, Hyatt and Fairmont report the most variability within each brand.

Comparing the performance of a chain's domestic vs. international hotels provides some interesting results. Guests report less variability among a brand's US hotels compared to its overseas locations. As a result, there is a greater probably that international hotel chains may not meet guest expectations. Brands that receive higher scores for their US hotels (compared to their hotels located outside the US) may disappoint their US guests who travel overseas and expect a similar hotel experience when staying with the same brand. Similarly, hotels scoring better overseas, while perhaps delighting US travelers may upset travelers visiting the US from other countries.

Customer Satisfaction by Brand
US vs. Overseas, Leisure Guests
Better in US Better overseas
Le Meridien  +4.2  Fairmont  +3.3
Sofitel  +2.4 Marriott Hotels  +3.1

Overseas Hotels Score Higher In Emotions

Emotion scores (which correlate highly with loyalty) were higher at overseas properties compared to US hotels. Specifically, overseas hotels scored much higher than US hotels for the feelings of "Pampered" "Elegant" and "Important".

There were some noteworthy exceptions. For example, Sofitel hotels in the US scored better in overall emotions compared to their international properties. The biggest difference was for "Elegant" where Sofitel's domestic hotels out-scored their overseas properties. Conversely, Fairmont Hotels located in other countries deliver a more "Elegant" experience compared to their US hotels.

The Market Metrix Hospitality Index is a quarterly report of customer satisfaction with hotel, airline and car rental companies based on 35,000 in-depth consumer interviews. It ranks top hospitality brands by industry and, for hotels, by categories such as luxury, mid-price and economy. Reports are available by subscription.

Jonathan Barsky, PhD, and Lenny Nash work for Market Metrix LLC (, a firm that provides customer and employee programs for the hospitality industry. For more information, call 800-239-7515.


Krishna Amin
Market Metrix
tel 415-721-1300
fax 415-721-1314

Also See: Market Metrix Announces Third Quarter 2005 Hospitality Index Results; W Hotels Ranked Number One in Hotel Customer Satisfaction / November 2005
Market Metrix Announces Second Quarter 2005 Hospitality Index Results; New measure of guest problems show that hotel staff have biggest impact on loyalty / August 2005
Market Metrix Announces First Quarter 2005 Hospitality Index Results; Customer Satisfaction with Hotels Drops for First Time Since 9-11, First-Ever Measure of Satisfaction With Vacation Clubs / May 2005
Market Metrix Announces Fourth Quarter 2004 Hospitality Index Results; Wingate Inns, Midwest Airlines and Enterprise Rent-A-Car Take Top Industry Categories / February 2005
Market Metrix Announces Third Quarter 2004 Hospitality Index Results; Four Seasons, Midwest Airlines and Enterprise Rent-A-Car Take Top Industry Categories / November 2004
Market Metrix Announces Second Quarter 2004 Hospitality Index Results Four Seasons, Jet Blue Airways and Enterprise Rent-A-Car Take Top Industry Categories / August 2004
Market Metrix Announces First Quarter 2004 Hospitality Index Results - Staybridge Suites, Jet Blue Airways and Enterprise Rent-A-Car Take Top Industry Categories / May 2004
Walt Disney World Resorts Ranks Number One in Hotel Customer Satisfaction; Market Metrix Fourth Quarter 2003 Hospitality Index Results / February 2004
Market Metrix Third Quarter 2003 Hospitality Index Results; First-Ever Measure of Satisfaction With Online Hotel Reservations Places Radisson and Yahoo! Travel on Top / November 2003
Market Metrix Second Quarter 2003 Hospitality Index Results -- Fairmont Hotels & Resorts Improves Satisfaction Score to Take Top Hotel Prize / Aug 2003

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