| Characteristic | Share of respondents |
|---|---|
| Understanding customer needs | 77% |
| Quality management | 72% |
| Improve product or service | 72% |
| Staff training | 50% |
| Interaction/communication with guests | 47% |
| Customer engagement | 41% |
| Create customer loyalty | 40% |
| Marketing tool | 35% |
| Benchmarking | 25% |
| Increase occupancy | 18% |
| Let customer do marketing | 17% |
| Increase average daily rate | 15% |
| Increase review volume | 11% |
| Justification of rate | 11% |
| Improving keyword content for search engine marketing | 6% |
| No perceived added value | 2% |
| More an issue of being present | 2% |
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Source
Sources
Release date
October 2014
More information
Region
Worldwide
Survey time period
as of October 2014
Number of respondents
575 respondents
Special properties
Hotel industry professionals including executives, managers, supervisors and general managers
Supplementary notes
The source does not specify the type or date of survey. The date given is the publication date.
Respondents were asked to select up to five answers.
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