How the Leading Hotel Flags Fared with Customer Satisfaction, As Rated by ACSI? – By John Hendrie

So, how did the big boys do in terms of Guest Satisfaction? Pretty good, thank you!

I was actually surprised with the stability shown, as demonstrated by ACSI (the American Customer Satisfaction Index), which evaluates products and services consumers use in the United States. ACSI actually interviews some 70,000 consumers, as they measure Customer Satisfaction with 225 companies in 47 industries. Quite a feat! Take a look at Hotels below:

Hotels

	Base- line	95	96	97	98	99	00	01	02	03	04	05	06	07	08	09	10	11	12	Previous Year % Change	First Year % Change
Hilton	75	75	75	75	72	74	77	74	76	74	77	76	78	76	78	79	80	80	80	0.0	6.7
Marriott	80	76	77	76	76	77	74	77	76	76	76	76	75	79	78	77	80	79	78	-1.3	-2.5
Hotels	75	73	72	71	71	72	72	71	71	73	72	73	75	71	75	75	75	77	77	0.0	2.7
All Others	NM	73	71	71	70	71	72	70	70	72	71	73	76	70	76	76	74	77	77	0.0	5.5
InterContinental	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	74	75	78	76	77	1.3	4.1
Hyatt	76	75	77	77	75	73	74	73	75	77	74	74	75	77	78	74	79	77	76	-1.3	0.0
Choice	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	71	76	74	74	76	2.7	7.0
Best Western	74	70	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	70	75	76	76	76	0.0	2.7
Starwood	NM	NM	NM	NM	NM	NM	73	71	69	73	73	75	75	76	74	74	77	79	75	-5.1	2.7
Wyndham	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	NM	70	70	70	73	70	-4.1	0.0
Holiday Inn	69	69	NM	NM	69	68	71	71	69	72	73	69	72	72	#					N/A	N/A
Promus Hotel	82	80	83	77	78	79	#													N/A	N/A
Ramada	70	69	70	64	67	67	69	66	67	70	67	66	70	69	#					N/A	N/A

I am quite surprised due to a number of reasons. Firstly, we are still recovering from a recession, which is typically a time where business merely “hunkers down”, often cutting staff, amenities and any plans for renovation. Then, the resurgence is often very slow and deliberative, not necessarily even reaching the plateau of service and product of prior years.

Secondly, there has been a great deal of movement in this sector– hotels being sold, rebranded and closing. This makes it even more difficult to establish a presence in the marketplace and certainly in the mind of the Consumer. Lastly, all these companies have numerous Brands under their roof, and differentiation is not always distinctive.

There is one verity here, though. All these companies have some type of QA Program in place, and they all listen and respond to their Guest through various channels. So, even in “Boom or Bust” times, the focus is the Guest, where some obviously deliver better than others. Breaking into that 80^th percentile and above, consistently, is the real challenge of the Industry.

Posted by Nevistas News on June 21, 2012.

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