Key driver analysis for hotel and leisure brands
The brief to analyse key drivers for different subgroups
We were tasked with running a key driver analysis of net promoter scores for two hotel and leisure brands. There was a need to comprehend subgroup differences: new customers to the brand vs long-term customers. Other subgroups included country of origin and customers travelling with small children.
The content
The key driver analysis was based on the client tracking study of customer satisfaction using several waves of recent data. Potential drivers included a set of functional ratings such as comfort and presentation of room, cleanliness of public areas, dining experience, live entertainment and activities itinerary. Also, there was a range of softer attitudinal ratings e.g. ‘it was an extraordinary experience with a real sense of occasion’ and ‘I was made to feel special the whole time’.
The process
After agreeing with the client on runs to be performed, the data preparation across the multitude of subgroups needing analysis started. The process involved multiple iterations of prep as coding decisions made for the full sample were not necessarily suited to the smaller samples of subgroups.
The brief
To run an analysis to understand key drivers of net promoter scores for two hotel and leisure brands.
The process
The process involved multiple iterations of prep as coding decisions made for the full sample were not necessarily suited to the smaller samples of subgroups.
The main challenge
The main challenge in this task was a large number of runs and timetable pressure. To manage this effectively, we had to split the work across our team in a way that allowed multiple runs to be prepared and processed in parallel.
The result
The study results highlighted softer measures of the holiday experience (e.g. how customers were made to feel). They trumped the more functional ratings, though the dining experience appeared to be a significant feature. Drivers differed considerably by market. High ratings given by American customers reflect their preference for different experiences compared to others.
The challenge
The main challenge in this task was a large number of runs and timetable pressure.
The result
The study results highlighted softer measures of the holiday experience (e.g. how customers were made to feel).