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RBH has welcomed a positive Q1 for guest experience across its portfolio of over 45 UK hotels, despite staff shortages continuing to impact the wider hospitality industry.
It reported an overall Global Review Index (GRI) of 84.1% for the quarter, noting that the biggest influences on GRI were staff, experience and cleanliness. According to RBH, cleanliness has “understandably” seen the most significant rise in mentions since the pandemic.
An analysis of the group’s guest reviews between January and March 2022 found that customer expectations were “higher than ever”. It said that Millennials in particular are seeking an “all-encompassing experience, not just a hotel room”, with hotels having to work harder to exceed guest expectations.
Overall, RBH reported an 88.4% positive score for staff references across the board, an increase of 1% compared to the previous quarter, which it called a “promising indication of the industry’s stabilisation” despite ongoing staff shortages in hospitality.
The top performing RBH hotels this year all scored GRIs between 90% and 95%, based on comments relating to service level. The Aloft Aberdeen TECA, Indigo Cardiff, Hilton Aberdeen TECA and the recently opened Gantry London – Curio Collection by Hilton and Westin London City all scored highly.
Holiday Inn Express properties have seen the greatest increase in scores overall compared to previous performance, however.
Louisa Green said: “It’s very clear that leisure guest expectations across the hospitality sector have increased since the easing of restrictions. Following a period of consumers making exceptions for service standards while the world navigated the new challenges of the pandemic, guests are now feeling the pinch point of rising costs while also wanting to celebrate missed occasions.
“With that in mind, we’re particularly encouraged to see such positive scores for staffing and service levels in relation to the industry averages. It’s rewarding to see the major investment in additional staff training and support paying off through the satisfaction of guests, which is largely how hotel success is monitored.”
