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2015 Top Luxury Hotel & Brand Report

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2015 Top Luxury Hotel & Brand Report Index Introduction Introduction & Methodology 2 The Importance of Guest Intelligence 3 Key Findings 4 Summary of Results 5 Individual Luxury Hotels Top 25 Individual Luxury Hotels 6 Top 25 by Service 7 Top 25 by Value 8 Top 25 by Location 9 Top 25 by Cleanliness 10 Top 10 Most Improved 11 Small Luxury Brands Top 25 Small Luxury Brands 12 Top 25 by Service 13 Top 25 by Value 14 Top 25 by Location 15 Top 25 by Cleanliness 16 Top 10 Most Improved 17 Large Luxury Brands Top 25 Large Luxury Brands 18 Top 25 by Service 19 Top 25 by Value 20 Top 25 by Location 21 Top 25 by Cleanliness 22 Top 10 Most Improved 23 Additional Insights Top 100 Hotels by Geography 24 Top 20 Review Sites 25 Review Volume by Country 26 Top 10 Languages for Reviews 27 Positive & Negative Mentions 28 Link between GRITM & Management Response Rate 28 Index of Brands 29 About ReviewPro 31 1 Introduction & Methodology Increasingly, savvy hoteliers understand the importance of Online Reputation Management (ORM) and how it can directly impact the performance of brands and individual hotels. In fact, 89% of global travelers consider online reviews important to booking1, and luxury hotel guests are no exception. A recent study by TripAdvisor2 revealed that 60% of hotels plan to invest more in ORM in 2015 compared 2014, making it a top investment priority, outranking renovations and staff training. Following the success of our last Top Luxury Hotel & Brand Report, for this second edition, ReviewPro analyzed almost two million online guest reviews published during 2014. A total of 2,330 properties that pertain to 117 luxury brands worldwide were evaluated, including 600 additional hotels that were not in last year’s report. ReviewPro divided the brands into two groups: Large Luxury Brands, for groups with 20 or more hotels, and Small Luxury Brands for those with fewer than 20. After splitting the sample, ReviewPro calculated its proprietary online reputation score, the Global Review IndexTM (GRI)3, for both hotels and brands based on guest reviews from 142 online travel agencies (OTAs) and review sites in 45 languages. Besides overall guest satisfaction scores (GRITM), this report also evaluated guest satisfaction performance for “Service Index”, “Value Index”, “Location Index” and “Cleanliness Index”. Featuring a broad selection of luxury hotels and brands across the globe, this study shows how the landscape has evolved in the 12 months since the previous report. The extensive selection of hotels analyzed varies from modern, quirky brands to classic luxury establishments. Some properties are ultra-luxury resorts developed by accomplished hoteliers while others are the creation of the some of the world’s largest hotel brands, aiming to craft something unique in leading destinations. RJ Friedlander, CEO of ReviewPro said, “Our Global Review IndexTM helps hotels to benchmark and improve their online reputation, something which is crucial to the success of luxury hotels. This, combined with Guest Intelligence from direct surveys, provides luxury hotels and brands worldwide with the operational and service insight necessary to fine-tune the guest experience to exceed expectations.” 1. Source: Skift 2. Source: 2015 TripBarometer (TripAdvisor) 3. ReviewPro’s Global Review Index™ (GRI) is the industry-standard online reputation benchmark. The GRI™ can be calculated for individual hotels and brands for a given period in time by analyzing guests’ ratings from 142 online travel agencies (OTAs) and review sites. The GRI™ is not an average of all review scores but is calculated using a proprietary algorithm developed by the company in conjunction with industry experts. Thousands of hotels worldwide use the GRI™ as a benchmark for reputation management efforts, along with renowned industry leading partners such as Cornell University, and Sabre Hospitality Solutions. 2 The Importance of Guest Intelligence Guest Intelligence is the in-depth analysis of online reviews and guest satisfaction survey data, which includes both during- and post-stay surveys, to provide detailed insight into what guests like and dislike about their stay and to leverage these signals to exceed expectations. By collecting and analyzing guest feedback proactively, hotels can identify what operational and service changes are necessary and implement them in order to increase guest satisfaction and attract more bookings. Hoteliers across the globe leverage ReviewPro Guest Intelligence data in order to: • Benchmark themselves against competitors and track performance at corporate and individual property level. • Turn insight into action to improve operational and service excellence. • Improve their review ranking on TripAdvisor, other review sites and OTAs. • Optimize revenue performance as, according to a Cornell University Study, a 1-point increase in a hotel’s Global Review IndexTM leads to an increase of up to 1.42% in RevPAR. This year’s Top Luxury Hotel & Brand Report highlights which leading luxury groups and hotels are reaping benefits from Guest Intelligence and avoiding pitfalls such as missed opportunities and negative reviews. By managing and responding effectively to guest feedback, luxury hotels are able to deliver quality experiences, drive increased guest satisfaction and improve their online reputation. Courtesy of Olare Mara Kempinski, Masai Mara 3 Key Findings • In terms of overall online guest satisfaction, Olare Mara Kempinski, Masai Mara (GRITM 99.0%) was the best performing Individual Luxury Hotel, Library Hotel Collection (GRITM 95.3%) the best performing Small Luxury Brand and Belmond (GRITM 93.0%) the best performing Large Luxury Brand. • The average GRITM of the Top 25 Small Luxury Brands was 92.2%, 4% higher than the GRITM of the Top 25 Large Luxury Brands (89.1%). • Luxury hotels experienced a 36% surge in the total number of online reviews from the previous period (1,947,060 versus 1,429, 779). • Luxury hotel guests wrote on average 836 reviews per year per hotel, 80% of which were positive. • TripAdvisor continued to be the largest online review source for luxury hotels, generating 28% of total reviews. Booking.com overtook Facebook to become the second largest review source, more than doubling review volume within the year. • China (14%), United States (9%) and United Kingdom (8%) had the largest number of Top 100 rated luxury properties. • Dubai moved ahead of London to become the most reviewed city of the year. • There is a link between a hotel’s GRITM and its Management Response Rate (i.e. the percentage of online reviews that a hotel publishes a response to). Within the total sample of 2,330 hotels, the Top 25 Individual Luxury Hotels responded to an average of 56% of reviews online and had an average GRITM of 97.4%. The 25 Individual Luxury Hotels with the lowest level of guest satisfaction responded on average to only 17% of reviews online and had an average GRITM of 66.8%. Courtesy of Belmond Palacio Nazarenas, Cusco 4 Summary of Results Top Performers Individual Luxury Hotels Small Brands Large Brands 1 Olare Mara Kempinski, Masai Mara Library Hotel Collection Belmond 2 Taj Safaris, Mahua Kothi Constance Hotels and Resorts Four Seasons 3 Bushmans Kloof, Wilderness Reserve & Wellness R. Red Carnation Hotels Park Hyatt 4 Belmond Palacio Nazarenas Oberoi Hotels & Resorts Mandarin Oriental 5 Four Seasons, Tented Camp Golden Triangle Voyage Hotels St. Regis Hotels 6 The Chedi Club, Tanah Gajah, Ubud, Bali Capella Hotels and Resorts Anantara Hotels Resorts & Spas 7 Cocoa Island by COMO, Maldives Montage Hotels & Resorts Conrad Hotels & Resorts 8 Constance, Le Prince Maurice, Mauritius Como Hotels and Resorts Taj Hotels, Resorts and Palaces 9 Portrait, Roma Iberostar The Grand Collection Banyan Tree 10 The Canyon Suites At The Phoenician, Scottsdale Oetker Collection Jumeirah Hotels 11 Anantara, Golden Triangle, Elephant Camp & Resort Langham Hotels and Resorts The Ritz-Carlton 12 Aria Hotel, Prague RockResorts Jaz Collection 13 Belmond Northern Belle Raffles Hotels & Resorts Hipotels Hotels & Resorts 14 The Oberoi Vanyavilas, Ranthambhore The Peninsula Hotels Shangri-La Hotels & Resorts 15 Four Seasons Hotel Moscow Firmdale Hotels Kempinski Hotels 16 Maxx Royal, Belek Golf Resort Lungarno Collection The Luxury Collection 17 Six Senses Yao Noi - Luxury Yao Noi Resort Rosewood Hotels & Resorts JW Marriott 18 Four Seasons, Safari Lodge Serengeti Secrets Resorts Grand Hyatt 19 Gran Melia, Xian Adrian Hoteles Waldorf Astoria Hotels & Resorts 20 Four Seasons Resort, Mauritius at Anahita Andaz Hotels Fairmont Hotels & Resorts 21 Hotel 41 Elegant Hotels Group Sofitel 22 Belmond Hotel Rio Sagrado GHM Loews Hotels & Resorts 23 Belmond Le Manoir aux Quat'Saisons Dorchester Collection InterContinental Hotels & Resorts 24 The Oberoi, Wildflower Hall Edition Hotels W Hotels 25 W Bogota Hotel Majestic Hotel Group Prince Hotels Most Improved Individual Luxury Hotels Small Brands Large Brands 1 Loews Regency, New York Aldemar Resorts Loews Hotels & Resorts 2 Sofitel Malabo President Palace Royal Tulip Hotels Mandarin Oriental 3 Hotel Cabrera Imperial, Bogota Warwick International Hotels Fairmont Hotels & Resorts 4 Four Seasons Hotel Cairo at the First Residence Oetker Collection Anantara Hotels Resorts & Spas 5 Loews Vanderbilt Hotel Club Quarters Hotels Belmond 6 Jacir Palace Hotel ME by Meliá Waldorf Astoria Hotels & Resorts 7 InterContinental Tamanaco Caracas Thompson Hotels Grand Hyatt 8 The Ritz-Carlton, Dubai Dreams Resorts and Spa JW Marriott 9 InterContinental Amman, Jordan Lotus Hospitality InterContinental Hotels & Resorts 10 Trump Hotel Collection Doral Golf Resort RockResorts Park Hyatt 5 Individual Luxury Hotels Top 25 Individual Luxury Hotels In addition to calculating the Global Review IndexTM for the 117 brands included in this report, ReviewPro also obtained the GRITM scores for their 2,330 combined individual properties. There were significant changes year-on-year, with only 13 hotels from last year’s report continuing to rank in the Top 25. Olare Mara Kempinski Masai Mara, offering an authentic safari experience in the stunning African savannah, led guest satisfaction for Individual Luxury Hotels, achieving a remarkable overall GRITM of 99.0%.
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