BluSky Marketing has recently released their 9th Luxury Hotel Benchmarking Report which is an exposé and analysis of some of the UK’s best luxury and boutique hotels.
“The 9th benchmarking report, reflects the Christmas period quarter, with a drop in overall star ratings as the increase in repeat guests reflects a higher expectation in their repeat experience within the property. It was also great to see that off the back of the guest experience programme, some hotels are boosting their positive TripAdvisor reviews by up to 42% which would be very hard for hoteliers to ignore, so the programme does work effectively ” commented Chris Larsen, BluSky Marketing Managing Director.
Social media is still yet to take off in the hotel space, still contributing only 0.5% of hotel awareness, up from 0.3% last quarter, indicating that hoteliers are still yet to grasp this powerfully digital medium. Calling a property direct (59%, up from 57% last quarter) is still the most popular reservation method. Surprisingly, a number of hoteliers are yet to put their phone number clearly at the top of their website.
The 9th Luxury Hotel Benchmarking Report continues to reinforce the importance of traditional hotelier values in delivering an exceptional hotel guest experience while also challenging some existing preconceptions in the industry (e.g. guest 55 years plus account for 51% of all reviews, up from 39% last quarter). How do hoteliers cater for this particular segment of the market?
The report compares the online Hotel Guest Experience Survey results of 10 luxury and boutique hotels from across the UK with a total of 2,440 respondents.
