iPerceptions Inc., a leading provider of online Voice of Customer (VoC) analytics based on actual visitor feedback, announced the release of its Hospitality and Tourism Industry Report for Q4 2011. The report shows that midscale and extended stay brand website visitors post higher overall satisfaction and task completion scores than those to luxury and economy brand sites.
Task completion for midscale and extended stay brands increased significantly this quarter, from 71% and 73% in Q3 2011 to 74% and 80% in Q4 2011, respectively. Conversely, task completion for luxury and economy brands posted slight losses during the same time period. This phenomenon is likely impacted by perceptions of midscale and extended stay brands' value proposition, where the "bottom line attribute" -- which measures a website's ability to save the visitor money -- is rated significantly higher in these tiers than for luxury and economy brands.
Midscale and extended stay brands have historically included products and services such as free breakfast, complimentary shuttle and parking in order to increase their value offering and appeal. In recent years, however, these brands have been taking things further, by developing strategies, programs and products to differentiate themselves and keep pace with their competitors. This works to not only further increase their value proposition, but also to elevate their brand image, narrowing the gap between them and luxury brands.