WESTLAKE VILLAGE, CALIF.—Although environmental conservation is an important topic across the globe and, in response, many hotels have implemented environmentally friendly programs at their properties, nearly one-half of European hotel guests are unaware of them, according to the J.D. Power and Associates 2007 European Hotel Guest Satisfaction Index Study.
The study found that a large majority of hotel guests (77 percent) who are aware of the environmentally friendly programs their property offers say they willingly participate in them. However, while 49 percent of European hotel guests say that they knew of their hotel’ conservation programs during a recent stay, almost as many guests—44 percent—say they were unaware of these offerings.
“As a point of comparison, 63 percent of hotel guests in the United States say they are aware of their hotel’s green programs, so there is ample opportunity for European hotel companies to raise awareness of environmentally friendly policies among their guests,” says Linda Hirneise, executive director of the travel practice at J.D. Power and Associates. “It is vitally important for hotel properties to actively market their eco-friendly programs and make such offerings easy for guests to recognize and participate in. Without an increase in awareness, these properties may miss reaping the benefits of these programs, which not only positively impact the environment and a guest’s quality of life, but also the hotel’s bottom line.”
The study, now in its third year, measures the overall satisfaction of European hotel guests based on seven factors (in order of importance): costs and fees; guestroom; hotel facilities; food and beverage; check-in/check-out; hotel services; and reservations. Forty-one hotel brands were measured and ranked in four segments: upper upscale, upscale, mid-scale full service and economy. While guest satisfaction with luxury hotels is measured in the study, there is no official hotel ranking in the segment due to an insufficient sample size.
Upper Upscale Segment
Radisson SAS Hotels & Resorts ranks highest in the highly competitive upper upscale segment, performing particularly well in the check-in/check-out factor. Hilton Hotels closely follows Radisson SAS Hotels & Resorts, performing well in guestroom and hotel facilities. Following Hilton Hotels in the segment is Steigenberger Hotels and Resorts, which performs particularly well in food and beverage; check-in/check-out; hotel services; and reservations.
Upscale Segment
Among upscale hotel brands, De Vere Hotels ranks highest in guest satisfaction, performing particularly well in costs and fees; hotel facilities; and reservations. Following De Vere Hotels are AC Hoteles and Melia Hoteles, in a tie. AC Hoteles performs particularly well in the guestroom factor, while Melia Hoteles performs well in food and beverage.
Mid-Scale Full Service Segment
In the mid-scale full service segment, Clarion ranks highest with segment-leading performances in the costs and fees, food and beverage and hotel services factors. Movenpick Hotels & Resorts and Holiday Inn follow Clarion in the segment rankings, respectively, with Movenpick Hotels & Resorts performing particularly well in guestroom, hotel facilities, and reservations.
Economy Segment
In the economy segment, Park Inn ranks highest, performing particularly well in four of the seven factors: guestroom; check-in/check-out; food and beverage; and hotel facilities. Premier Travel Inn and Tulip Inns follow Park Inn in the rankings, respectively. Premier Travel Inn performs well in three factors: costs and fees; hotel services; and reservations.
The study results include the following findings:
• The number of European hotel guests who say they prefer a nonsmoking hotel environment has increased from 69 percent in 2006 to 77 percent in 2007. The desire for a smoke-free environment ranges from 70 percent of residents of Spain, to a high of 87 percent of residents of Sweden.
• The study also finds that more than 50 percent of guests book their hotel reservations online—up from 34 percent in 2005. Independent websites—such as Expedia and Hotels.com—are continuously ceding market share to hotel brand websites, as hotel guests are three times as likely to book reservations through a hotel brand website.
The 2007 European Guest Satisfaction Index Study is based on responses from 11,728 guests who stayed at a hotel in Europe between June and September 2007. The study was fielded in August and September 2007.
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