Loyalty to luxury hotels driven by experiences of “great” service

Loyalty to luxury hotels driven by experiences of “great” service

Tags: service | luxury | loyalty | hotel

 “Attentive” and “personal” service is the most important specific aspect of a guests’ experience for encouraging repeat stays. 23% who comment on social media cite service as a reason to return to a hotel. Furthermore, “rude” or “bad” service is the most likely thing to drive guests to say they “will not return” to a luxury hotel.

 
To better understand what drives guest to remain loyal to a particular brand of luxury hotel, WaveMetrix analysts have read and coded Twitter and Facebook discussion around 25 luxury hotels. Comments have been coded as “loyalty” when guests say they will or will not return to that hotel again.
 
In the coming weeks, we will explore the different factors that drive loyalty for hotel brands. This week, we begin by analysing loyalty discussion to see which areas of guest experience are most likely to encourage or deter guests from returning to a particular hotel.
 
Hotel loyalty: discussion by subtopic
 
 Hotel loyalty: discussion by subtopic
 
  • 45% of loyalty discussion focuses on the overall quality of the hotel: Many guests simply say they “would never stay anywhere else”, without giving a specific reason why
  • Service is the most important specific factor for driving loyalty, accounting for 23% of loyalty discussion: Guests frequently say they will return because of the “great”, “friendly” service and thank hotels for their “kindness” and “attention”
  • “Rude” or “uncooperative” service is the most cited specific reason for not wanting to visit a particular luxury hotel again: “Disrespectful” staff and “terrible” service cause guests to say they “will never be back”
  • Quality of food and drink, value for money and facilities available are also cited as a reason to return: “Great food”, “discounts” and “amazing spas” all drive a few guests to “want to visit again”
 
Next week, we will investigate exactly what aspects of service are most likely to drive guests to remain loyal
 
To learn more, contact WaveMetrix at info@wavemetrix.com

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