Market Metrix Announces Third Quarter 2005 Hospitality Index Results
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Market Metrix Announces Third Quarter 2005 Hospitality Index Results
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Category: Worldwide
This is a press release selected by our editorial committee and published online for free on 2005-11-23
Market Metrix, LLC, the leading provider of market research services for the hospitality industry, today announced results of the Market Metrix Hospitality Index (MMHI) for the first quarter of 2004. Staybridge Suites, Jet Blue Airways and Enterprise Rent-A-Car ranked number one in hotel, airline and rental car industry customer satisfaction, respectively. While this is the first time for Staybridge in the top spot and the first time an extended stay brand has been the overall customer satisfaction winner, Jet Blue and Enterprise have both won six out of the last seven quarters in their industry categories.
Winners Elicit Preferred Emotions, But Those Differ Between the Genders
MMHI has pioneered several proprietary measures of customer satisfaction, including Loyalty Emotions, which correlate specific emotions that a hotel elicits in a guest and how those emotions impact customer satisfaction. Hospitality companies that provide certain Loyalty Emotions obtain higher rates and can increase prices with fewer defections. Women are more responsive to the primary” emotions -- comfortable, relaxed, content, secure and welcome -- while the secondary” emotions pampered, entertained, inspired, important, extravagant, elegant, sophisticated and hip/cool -- appear to have a bigger impact on men.
These data suggest that hotel offerings and advertising could be developed to focus on select and different emotional themes for women and men,” said Jonathan Barsky, Ph.D., Market Metrix co-founder and partner and University of San Francisco marketing professor. The results of our analysis showed such a significant difference between men and women that one of our team suggested the idea of separate brands targeting each gender, similar to Mustang’s focus on men and the targeting of VW Cabriolets for women.”
Inadvertently or not, this already may be happening for some hotel brands. Indeed, some hotels whose brand images distinctively mirror these secondary emotions are drawing significantly more men: W Hotels (15% more males than the industry mean), Bellagio (16%), Le Meridien (18%), Intercontinental (19%) and Ian Schrager (21%). These brands are all in the top 10 in the percentage of guests who are men.
MMHI Top-Hospitality Rankings Q1 2004
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