Word-of-mouth Drives Luxury Hotel Bookings
Speaking with a number of luxury and boutique hoteliers, ideally what they want is to be selling as close to rack rate as possible, with long lead times generated by non commission sources. That would be utopia. So how can luxury and boutique hotels start working towards this “utopia”?
By delivering great guest service, 24/7 356 days of the year, from the moment a guest has initial contact with the hotel until the moment they leave the property. In the marketing world, this is also known as “touch points” or “moments of truth”.
Our 4th Luxury Hotel Benchmarking Report (based on 4,795 guest responses from an exceptional portfolio of UK luxury and boutique properties between July to September 2013) illustrates that on average 44% of guests are either repeat guests or are staying at the hotel based on a recommendation or through word of mouth. The best performing property within the report achieves 71%.