Ben Rogers's recent articles
Loyalty to luxury hotels driven by experiences of “great” service
“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.
- 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”