Sandals Resorts posts industry’s best customer satisfaction scores in 2010

WORLDWIDE All-inclusive operator Sandals Resorts scored highest of all hotel brands on the annual customer satisfaction survey by Market Metrix.

Overall, customer satisfaction among hotels held its own during a tumultuous 2010, holding steady with an average score of 83.3. By comparison, Sandals posted a score of 91.0. Disney Vacation Club posted an impressive 91.8 score in the timeshare category.

Mandarin Oriental Hotel Group scored highest in the luxury category, at 90.3. Joie de Vivre Hospitality led the upper-upscale segment with a score of 90.4. Drury Inns posted a 90.4, leading midscale without food and beverage, while Microtel Inns & Suites’ score of 84.2 led the economy segment. Among casinos, The Palazzo Resort & Casino in Las Vegas led the way with an 89.4 score.

Midscale with food and beverage improved more than any other hotel segment in 2010, gaining 0.7 to 81.8. Red Lion Hotels earned the top score in the segment at 83.3, and IHG’s Holiday Inn SunSpree Resorts brand showed the biggest improvement, gaining 2.6 to 82.6.

Among all hotels, Loews Hotels (up 3.4 to 88.1) and Hyatt Resorts (up 3.4 to 89.0) showed the biggest improvements year on year. Brands with the biggest drop in score included Hyatt Summerfield Suites (down 5.1 to 85.1) and Shilo Inns & Resorts (down 2.2 to 80.7).

In terms of value-for-money ratings, scores were up slightly overall, to 82.2, with the upscale casino segment scoring the biggest improvement (up 1.2 to 85.2). Operators continued to emphasize value for money as leverage in a weakened travel economy in 2010, competing on price promotions and perks. Price was most important to guests selecting economy hotels, but the segment received the lowest value scores, averaging 79.2. Upscale hotels received the top scores for delivering value, at 83.5. The hotel brands receiving the top scores for value in 2010 were Joie de Vivre Hospitality (92.6) and Drury Inns (91.7).

Based on 35,000 customer interviews conducted each quarter, the Market Metrix Hospitality Index is one of the largest and most in-depth measures of hospitality company performance.