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 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’.
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.
To run an analysis to understand key drivers of net promoter scores for two hotel and leisure brands.
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 in this task was a large number of runs and timetable pressure.
The study results highlighted softer measures of the holiday experience (e.g. how customers were made to feel).