From January to March 2024, the Qingdao Municipal Consumer Rights Protection Commission (hereinafter referred to as the Municipal Consumer Protection Commission) carried out an NPS word-of-mouth recommendation survey on 10 chain economy hotels in the city, and on April 28, the results of the survey were announced, providing consumers with hotel consumption guidelines, urging hoteliers to continuously improve service quality, improve consumer satisfaction in the accommodation industry, and create a quality consumption environment.
The survey was conducted by 10 budget hotel guests, and 100 valid questionnaire samples were taken for each hotel after excluding unqualified questionnaires such as "refusal to visit, did not meet the conditions for being interviewed, and did not complete all the questions". The survey was conducted in the form of offline one-to-one on-site interception of passengers, and the respondents filled in the "Qingdao Chain Economy Hotel NPS Word-of-Mouth Recommendation Questionnaire" on the enumerator's tablet, and the data was automatically transmitted to the database for storage after submission, and all answering processes were supported by computer positioning and recording data. The on-site implementation of the questionnaire survey is divided into 3 groups, each group has 2-3 investigators, and the Municipal Consumer Protection Committee is accompanied by supervision, a total of 42 times, and the survey data is true and reliable.
The survey was carried out from 11 aspects, including geographical location, hotel environment, safety management, consumer price, supporting facilities, personnel services, room facilities, hotel hygiene, brand, member service, and pre/cancellation service. According to the survey results, the NPS of the 10 hotels was all positive, with an average of 34.4, and the surveyed hotels generally had a high recommendation degree. A positive NPS indicates that the number of recommenders is greater than the number of detractors, and the higher the value, the higher the consumer satisfaction.
At present, the Municipal Consumer Protection Committee has convened the relevant persons in charge of the 10 hotels in the survey to hold a corporate meeting, informed the overall situation of the NPS word-of-mouth recommendation survey, issued a recommendation letter to 10 hotels, and issued a total of more than 40 rectification suggestions, analyzing the reasons why each hotel is recommended and not recommended by tourists one by one, and providing a reference basis for each hotel to improve tourist satisfaction in the next step. The representatives of the participating hotels jointly signed the commitment letter of "Honest Management, Creating a Comfortable Consumption Environment".
In the next step, the Qingdao Municipal Consumer Protection Committee will focus on the consumption areas that consumers care about, carry out NPS word-of-mouth recommendation surveys in a timely manner, urge operators to continuously improve the quality of products and services, effectively protect the rights and interests of consumers, meet the higher needs of consumers, and make positive contributions to the city's construction of an international consumption center city.
Note: NPS (Net Promoter Score) is an internationally accepted consumer word-of-mouth evaluation and customer recommendation evaluation system, which is an important indicator for measuring brand reputation and a key indicator for measuring customer loyalty. The research results of NPS are of great value in helping companies ultimately expand their market share, increase sales, and predict the possibility of future growth.
I. Main Findings
The top three recommendation factors of consumers from high to low are: location, hotel environment and safety management.
(1) In terms of geographical location recommendation factors, the top three hotels in terms of recommendation ratio are: JI Hotel (86%), Thank Inn Chain Hotel (85%), and Aizunke Hotel (81%).
The main reason why consumers chose "location" as a recommendation factor was the convenience of public transportation, with nearby subways/buses (79.5%) and easy to find location (66.5%).
(2) In terms of hotel environment recommendation factors, the top three hotels in terms of recommendation ratio are: Hanting Hotel (75%), Ji Hotel (72%) and Jinjiang Inn Hotel (69%).
The main reasons why consumers chose "hotel environment" as a recommendation factor were the cleanliness of the hotel's public areas (58.1%) and the ventilation and odorless atmosphere in the hotel (52.4%).
(3) In the recommended factors for safety management, the top three hotels in terms of recommendation ratio are: Ji Hotel (76%), Hanting Hotel (68%), and GreenTree Inn Hotel (65%).
The main reasons why consumers take "safety management" as a recommended factor are that there are no strangers knocking on the door during their stay in the hotel, the hotel actively protects the information and privacy of guests, and the staff does not use the guests' belongings in the guest room at will, and the hotel elevator needs to be used by swiping the card and the door lock of the access control system in the room is safe and reliable, all of which account for 60% or more.
(4) In the consumer price recommendation factors, the top three hotels in the recommended proportion are: 7 Days Premium Hotel (74%), GreenTree Inn Hotel (62%), and Hanting Hotel (58%).
The main reasons why consumers chose "consumer price" as a recommendation factor were that the price was moderate (64.9%) and the price matched the quality of hotel facilities and services (55.1%).
(5) In the recommended factors of supporting facilities, the top three hotels in terms of recommendation ratio are: Ji Hotel (73%), GreenTree Inn Hotel (56%), and Hanting Hotel (54%).
The main reasons why consumers choose "supporting facilities" as a recommendation factor are that 74.2% of them have complete hardware facilities such as elevators and barrier-free passages, and 71.3% are equipped with convenient supporting facilities.
(6) In terms of personnel service recommendation factors, the top three hotels in terms of recommendation ratio are: Jinjiang Inn Hotel (28%), Orange Crystal Hotel (26%) and Atour Hotel (21%).
The main reasons why consumers chose "people service" as a recommendation factor were that the staff were good, polite and patient (71.7%), the staff were efficient, the check-in/check-out process was fast (57.1%) and the staff was responsive (50.5%).
(7) In the recommendation factors of room facilities, the top three hotels in terms of recommendation ratio are: Atour Hotel (28%), Orange Crystal Hotel (19%), and Jinjiang Inn Hotel (18%).
The main reasons why consumers chose "room facilities" as a recommendation factor were the right air conditioning temperature in the room (49.7%), the good bathroom equipment in the room (49.1%), and the stable and fast Internet connection in the room (49.1%).
(8) In the hotel hygiene recommendation factors, the top three hotels in terms of recommendation ratio are: Atour Hotel (23%), Ji Hotel (21%) and Jinjiang Inn Hotel (20%).
The main reasons why consumers choose "hotel hygiene" as a recommendation factor are that hotel bathrooms are clean and odorless (59.9%), guest rooms are ventilated and odorless (50.7%), and bedding in the rooms is clean and hygienic (50.7%).
(9) In the hotel brand recommendation factors, the top three hotels in terms of recommendation ratio are: JI Hotel (24%), Orange Crystal Hotel (17%), Atour Hotel (15%) and Home Inn Hotel (15%).
The main reasons why consumers choose "hotel brand" as a recommendation factor are the large number of branches in Qingdao (47.6%) and the number of people who recommend them (46%).
(10) In the recommendation factors of member services, the top three hotels in terms of recommendation ratio are: JI Hotel (12%), Hanting Hotel (11%) and Homeinn Hotel (7%).
The main reasons why consumers choose "membership service" as a recommendation factor are that membership benefits are common to all stores of the brand (55.2%) and membership benefits are attractive (41.4%).
(11) Among the recommendation factors for pre/cancellation services, the top three hotels in terms of recommendation ratio are: JI Hotel (9%), Orange Crystal Hotel (7%) and Atour Hotel (6%).
The main reasons why consumers chose "pre/unsubscribe service" as a recommendation factor were the convenience of booking operation (51.5%) and the flexibility of booking policy (42.4%).
2. Consumer behavior analysis
(1) Frequency of stay and average daily consumption. The frequency of check-in was 5-6 times per year and 3-4 times per year, accounting for 45.7% and 23.7% respectively. The average daily spending of respondents staying in hotels ranged from 200-299 yuan and 300-399 yuan, accounting for 54.5% and 23.3% respectively.
(2) Staying experience. From the perspective of the proportion of consumers who were troubled during their stay at the hotel, 98.80% of consumers said that they were not troubled.
For some of the troubled consumers, the main factors of distress are the need to improve the environmental hygiene of hotels (50.0%).
(3) Consumption decision-making. "Cost-effective" is the primary influencing factor for consumers to choose chain economy hotels, accounting for 66.5%. Other factors accounting for more than 50% are "brand management" (57.4%), "affordable price" (56.2%) and "suitable location" (54.3%).
(4) Booking channels and satisfaction. "Travel platforms" are the preferred channels for consumers to obtain hotel information, especially the official channels of hotels or online mainstream apps are the main ways to make reservations.
In this survey, the top two channels for consumers to obtain hotel information are: "travel platform" (67.2%) and "hotel brand official website/APP" (49.4%). Consumers' hotel booking channels are mainly concentrated in the "Huazhu Club APP" (30.0%), "Ctrip" (29.0%) and "Meituan" (25.7%).
According to the data, 97.7% of respondents are generally satisfied with the hotel booking platform, of which 35.6% are very satisfied and 62.1% are somewhat satisfied. The main reason for some respondents' dissatisfaction with hotel booking platforms is "passing the buck between hotels and platforms after problems arise" (45%).
Qingdao Municipal Consumer Protection Committee reminds consumers to pay attention to four things when staying in hotels
1. Pay attention to the confirmation information. When making a hotel reservation, consumers should check the hotel's room type, price, check-in and check-out time requirements and other information in a timely manner, and confirm with the hotel whether there is a free cancellation policy. At the same time, you should also pay attention to the hotel's booking conditions, such as whether you need to pay in advance, whether you need to provide a credit card guarantee, etc. When checking in, consumers should confirm whether the on-site information is consistent with the reservation in time.
2. Take good care of your personal belongings. After checking into the hotel, consumers should try not to leave valuables in the room at will, and if necessary, store cash, documents and other items in the safe provided by the hotel to avoid loss or theft.
3. Pay attention to the rules and regulations for check-in. When consumers arrive at the guest room, they first check the hygiene and facilities of the guest room, confirm whether the facilities are in good condition, and abide by the rules and regulations of the hotel, such as prohibiting smoking, prohibiting gambling in the room, etc. During the stay, water and electricity should be conserved to reduce waste. At the same time, care should be taken not to disturb the rest and tranquility of other guests.
Fourth, pay attention to the preservation of evidence. In the process of consumption, pay attention to keeping invoices, receipts, payment records, contract agreements and other consumption vouchers, and in case of consumer disputes, you can first communicate and negotiate with the hotel and reservation platform, and if the two parties cannot reach an agreement, you can file a complaint and report to the consumer organization or relevant administrative department where the operator is located.
Wang Zhen, reporter of Qingdao Radio and Television All-Media Broadcasting Center