A recent study by a British consultant group has revealed that in an analysis of 2.25 million TripAdvisor reviews, The Ritz-Carlton Company has come up trumps.
Luxury Branding, a strategy advisor and consultancy for luxury brands , has analysed the user-generated content for consumer sentiment and consistency of satisfaction for the major luxury brands, and has found that Ritz-Carlton has scored the highest.
“The pole position for The Ritz-Carlton is testament to a truly remarkable level of consistency and proof positive of a deeply entrenched commitment to delighting guests wherever they operate. In the opinion of the paying guest, The Ritz-Carlton is without doubt the gold standard,” said Piers Schmidt, Founder, Luxury Branding.
This is Ritz-Carlton’s third such accolade in recent months: social analytics and data science company Tagmemics recently analysed 10,000 TripAdvisor reviews, with the same results: Ritz is top of all the luxury brands when it comes to consumer sentiment.
The Marriott International subsidiary also had the highest positive brand association with consumers in the Tagmemics study, with 26.3% of consumers identifying Ritz-Carlton hotels in the region as “best”, “excellent” or “amazing”.
Despite its vast importance in attracting or repelling guests to a hotel’s brand or specific property, many still dismiss TripAdvisor reviews, or don’t give them the weight they require.
Tatjana de Kerros, Tagmemics founder, explained the importance of analysing this type of content: “Solely measuring social media engagement or reputation management is no longer sufficient for hotel brands,” she posits.
“Social content is the largest untapped source of data intelligence and is critical for all industries that want to remain competitive in an era of big data.
Ritz-Carlton has also recently received big kudos when it comes to North American guest sentiment, when it was named the top luxury brand for guest satisfaction in the J.D. Power 2015 North America Hotel Guest Satisfaction Index Study. J.D. Power and Associates is a global market research company which produces studies that are widely publicised in the U.S. and Canada.
Herve Humler, President and Chief Operations Officer, The Ritz-Carlton, said: “We are honored to receive this distinction atop an elite group of companies that focus on customer service excellence.
“We are a customer-centric organization which has been built on the feedback our guests afford us. We appreciate the external recognition of our efforts and the continued support of The Ritz-Carlton from global travelers.”
Ritz-Carlton has recently announced that after 32 years, it is changing its logo and branding.
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