Visitors are more critical of hotel chains 

Dutch consumers and business travellers are judging hotel chains more critically than they did a year ago. The Net Promoter Score (NPS) fell from +47 to +38 over that period. Hilton is the most recommended hotel chain, with a score of +78. There are significant differences in visitors’ opinions between hotel chains. This is evident from the National Hotel Chains Benchmark, a large-scale survey conducted by Multiscope among more than 3,800 Dutch people.

Hilton is the most frequently recommended

The recommendation score for the largest hotel chains has fallen from +47 to +38 in the space of a year. This suggests that visitors have clearly become more critical. Previous research by Multiscope had already shown that the Dutch are under pressure when it comes to their leisure budget. Hospitality, day trips and holidays feature in the top 10 areas where consumers want to save money. This may contribute to a lower recommendation score. Of the 20 largest hotel chains surveyed, Hilton achieved the highest recommendation score (NPS): +78. This means that guests are very positive about their experience and recommend Hilton more often than any other hotel chain. Novotel (+68), Bilderberg (+66), Enjoyhotels (+64) and Best Western (+61) are also among the top performers.

Significant differences between hotel chains

The hotel market is highly segmented. Many chains have their own distinct positioning in terms of pricing and target audience. This is probably why there is such a wide range in the recommendation scores of hotel chains. The scores range from +7 to +78. With a recommendation score of +7, Ibis Budget performs the worst of all Dutch hotel chains. The same applies to Bastion Hotels (+8) and Holiday Inn (+10). What these chains have in common is that they focus more on the practical, business-oriented or functional hotel guest. The chains in the top 5, which achieve a higher recommendation score, focus less on price and more on quality, service and the guest experience. This focus translates into a higher recommendation score among visitors.

Higher spending with a higher NPS

There is a positive correlation between the recommendation score and spending per visit. On average, visitors spend more at hotel chains they are more likely to recommend. The five hotel chains with the highest average spend per visit achieve an average NPS of +56. Among the five chains with the lowest average spend, the average NPS is considerably lower, at +33.

Recommendation score (NPS)

A high recommendation score generally indicates a positive guest experience, strong loyalty and a high level of engagement. Willingness to recommend is measured using the Net Promoter Score (NPS). Visitors rate, on a scale of 0 to 10, how likely they are to recommend a hotel chain to friends, family or colleagues. In this case, the score is calculated using the European NPS method, whereby the percentage of ‘detractors’ (scores 0 to 5) is subtracted from the percentage of ‘promoters’ (scores 8 to 10). The higher the NPS, the greater the willingness of visitors to recommend a hotel chain to others.

About Multiscope

Markets change. Brands evolve. The future won’t wait. Multiscope helps organisations chart a course in a world that is constantly changing. We do this based on a single principle: understanding what is really happening in markets and amongst consumers. With panels comprising 140,000 consumers and 70,000 B2B decision-makers, we have access to a unique source of insights. We use this to map out behaviour, trends and developments – not based on assumptions, but on data.

The results in this press release are taken from the National Hotel Chains Benchmark, a large-scale survey of advertising, brand awareness, overnight stays, spending, NPS and loyalty in the Dutch hotel chains market. The survey polled 3,817 respondents aged 18 and over, who are representative of the Dutch population.