UK hotel chain QHotels has come top in a nationwide enquiry-handling study by Market research agency BDRC Continental.
The Meetings Benchmark Tracker study looked at how well venues respond to mystery meetings and events enquiries submitted via three key booking channels.
QHotels received a score of 95.2 per cent across the whole of 2011 for its 21 hotels in the UK. The group pipped De Vere Venues to the post by just 0.3 per cent. Independently owned Sundial Group finished third.
Recently BDRC Continental’s annual VenueVerdict Awards, determined by feedback from 23,500 customer surveys across 350 UK venues, have recognised IET Venues, etc.venues and QHotels for achieving the highest brand advocacy scores in their respective categories throughout 2011.
For the Meetings Benchmark Tracker telephone enquiries are measured not just in terms of how well the person on the end of the line interacts with the customer, but also assesses the infrastructure of the hotel in terms of how easily a caller can get through to someone who can help.
Post-enquiry follow-up action is measured for speed and quality. To get high marks in a single assessment, hotels and venues must display incredible attention to detail throughout the call. To get high marks across a year and across a brand, they must do so consistently.
“BDRC Continental’s rigorous enquiry handling scores are fundamental to developing our meetings and events team and ensuring that we give a consistently good first impression and quick turnaround when handling all enquiries,” QHotels’ MD Michael Purtill, said. “Our online enquiry form was designed in line with BDRC Continental’s Meetings Benchmark Tracker criteria and has been responsible for driving over five million pounds in enquiries to us in 2011. In 2012, we are already investing significantly to further improve our online conference website.”
“Individual venues and groups use Meetings Benchmark Tracker to monitor and improve their enquiry handling,” said Senior Client Services Manager at BDRC Continental, James Bland. “Results are presented via an online reporting portal, allowing them to assess individual enquiries and trends over time. The overall objective is to enhance conversion rates, and to ensure that a venue gives itself the best possible chance of securing business by making a winning initial impression.”
Meetings Benchmark Tracker has also operated internationally for three years, tracking the performance of key brands across the globe and providing a framework for the largest chains to compare intercontinental performance.
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