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Click here to purchase the Roy Morgan Hotels & Resorts Customer Satisfaction Report
& click here to access an extensive range of Travel & Tourism Reports

Marriott has replaced Intercontinental as the leading hotel brand in terms of customer satisfaction ratings, according to the latest Roy Morgan Research Hotel Satisfaction data. Satisfaction for Intercontinental has fallen to its lowest level in the last four years, and it is now third behind Marriott and Crowne Plaza.

For the year ended June 2010, 88.7% of Australians who stayed at a Marriott hotel were either ‘very’ or ‘fairly’ satisfied, followed by 87.8% for Crowne Plaza, 87.3% for Intercontinental, 87.3% for Westin, and 87.0% for Mantra.

Hotels/Resorts Customer Satisfaction — Top 5

Source: Roy Morgan Single Source (July 2007 - June 2010). Total stayed at a hotel or resort in the last 12 months n=23,820, for the latest 12 months (July 2009-June2010) n =7,681.

“% satisfied” is the proportion of all customers who are “Very” or “Fairly” satisfied with that hotel or resort (on a five point scale).

Jane Ianniello, Roy Morgan Research International Director of Tourism, Travel & Leisure, says:

“With both Marriott and Crowne Plaza improving their customer satisfaction ratings over the past four years, Intercontinental has lost its long held lead in customer satisfaction.  However, there is now less than a two percentage point gap between the top five hotels indicating that competitive pressure at the top end, with all five groups competing for the same customers, it will make it difficult to achieve a sustainable advantage in this market.

“It is increasingly important to understand as much as possible about these ‘top-end’ customers — what they are interested in, what they read, watch, visit and what services or partnerships might enhance their relationship with these hotel chains. Roy Morgan Profiles provide a detailed understanding of luxury hotel chain customers.”

For more information, or to purchase the complete Hotels and Resorts Customer Satisfaction March 2010 quarterly report, click here. This report covers 27 hotel brands and is a vital tool for any business associated with the Travel and Tourism industry. This report provides information on both patronage levels as well as overall satisfaction with last stay at a hotel. It enables a hotel or resort chain to compare their overall performance with their competitors as well as tracking their performance over time.

Visit the Roy Morgan Online Store to access an extensive range of Travel and Tourism Reports or detailed profiles of Travel Booking Methods & Travel Website visitors.

Please click on this link to the Roy Morgan Online Store.

http://www.roymorganonlinestore.com/Browse/Australia/Tourism/Hotels-and-Resorts/Hotels-and-Resorts-Satisfaction.aspx

For comments or further detail, please contact:

Jane Ianniello — International Director of Tourism, Travel & Leisure

Office: 07 3318 7000    Facsimile: 07 3318 7097    Mobile: 0423 024 412

Email: Jane.Ianniello@RoyMorgan.com

About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has almost 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size	Percentage Estimate
	40%-60%	25% or 75%	10% or 90%	5% or 95%
15,000	±0.8	±0.7	±0.5	±0.4
20,000	±0.7	±0.6	±0.4	±0.3
25,000	±0.6	±0.5	±0.4	±0.3

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