2006 Hospitality Index Results
SAN RAFAEL, Calif. – August 17, 2006 -- Market Metrix, LLC, the leading provider of market research services for the hospitality industry, today announced results of the Market Metrix Hospitality Index (MMHI) for the second quarter of 2006. Drury Inns, JetBlue Airways and Enterprise Rent-a-Car ranked number one in hotel, airline and rental car industry customer satisfaction, respectively.
This is the second consecutive quarter that Drury Inns has won top honors in customer satisfaction for the hotel industry. With higher satisfaction scores than much pricier hotels, guests continue to rave about the personal treatment they experience. Jet Blue Airlines and Enterprise Rent-A-Car also continue their momentum after earning the top spot in their respective industries in Q1 2006.
Are “online customers” less loyal?
Online booking for hotels is increasing. In each of the past 6 years more people made hotel reservations through travel portals such as (e.g., Expedia, Travelocity, Hotels.com, etc.) or directly on hotel websites. But how is the rise of online booking impacting guest loyalty? Is the ease of comparing multiple brands and the convenience of booking online creating more demanding guests? Or has the Internet created more fickle guests who are becoming more impulsive in their decisions?
The good news is that despite the rise in online booking hotel customer loyalty is also increasing. But all hotels are not equal.
Among the largest hotel chains, there is a significant difference in loyalty between guests who book offline and those who book online. “Online bookers” tend to be more loyal among higher priced chains ($102 average rate) and less loyal among lower priced chains ($66 average rate).
Guests of higher priced hotel chains are more loyal regardless of how they book their reservations. But higher priced brands get an additional boost in loyalty from their online guests, with the opposite happening for lower priced brands. What explains this difference?
Perhaps people going to higher priced hotels (who tend to be more loyal) go straight for their favored brand online and, the ease of booking online simply adds to their satisfaction. Guests of lower priced brands (who are typically less loyal) that book online may be bargain hunters who are price sensitive and thus less loyal. An alternative explanation is that higher priced brands have more appealing loyalty programs or even online booking bonuses linked to their loyalty programs. So guests may go straight for their preferred brand because they really want the points.
MMHI Top-Hospitality Rankings
April 2006 to June 2006
(The top 10 numbers are highlighted in blue)
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|Also See:||Market Metrix Announces First Quarter 2006 Hospitality Index Results / Drury Inns Ranked Number 1 in Customer Satisfaction for the Hotel Industry / May 2006|
|Market Metrix Announces Fourth Quarter 2005 Hospitality Index Results; Kimpton Hotels Ranked Number One in Hotel Customer Satisfaction / February 2006|
|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|