Market Metrix Announces Annual 2011 Hospitality Index Results
Rebounding Economy Boosts Customer Service Levels Across Industry
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.
About Market Metrix
Clarabridge’s customer experience management platform helps hundreds of the world’s leading brands understand and improve the customer journey. Powered by the industry’s most sophisticated customer analytics engine, Clarabridge collects and transforms all forms of customer feedback into intelligence, allowing businesses to activate the voice of the customer across the enterprise. Industry leaders including PetSmart, United Airlines, L’Oréal USA, Virgin Active, Rackspace, and ADP use Clarabridge insights to inform key business decisions. The result: happy, loyal customers.
