NEW YORK, NY--(Marketwired - December 01, 2015) - The independent and objective Luxury Institute today unveiled the 2015 Global Hotels Luxury Brand Status Index, which provides a detailed look at travel habits of affluent consumers from the world's richest countries, as well as rankings and ratings of 40 global luxury hotel brands. The New York-based Luxury Institute surveyed 3,900 consumers 21 and older in seven countries who met the following income thresholds in local currencies: United States ($150,000); United Kingdom (£60,000); France, Germany, Italy (EUR 50,000); China (1 million CNY); and Japan (¥150 million).
Respondents rated each hotel brand on quality, exclusivity, social status, and self-enhancement. In addition, affluent travelers weighed in on whether they are willing to recommend specific brands to other travelers, and provided reasons for their recommendations, or lack thereof. They also indicated whether hotel brands are worth premium prices, and which hotels they are most likely to consider for upcoming lodging needs.
Each hotel's Luxury Brand Status Index is a 0-10 score, which averages respondents' degree of agreement with the following four statements:
- "This hotel delivers consistently superior quality."
- "This hotel is truly unique and exclusive."
- "This hotel is visited by people who are admired and respected."
- "This hotel makes guests feel special across the full customer experience."
The top five worldwide hotel brands with which the affluent are most familiar, and most likely to have visited in the past year, are Four Seasons, The Ritz-Carlton, JW Marriott, Grand Hyatt, and InterContinental. On a country-specific basis, brands with notable spikes in familiarity and usage include Waldorf Astoria Hotels and Resorts in the United States and United Kingdom; Sofitel, Le Meridien, and Club Med in France; Kempinski Hotels in Germany; Club Med in Italy; The Peninsula Hotels and Mandarin Oriental in Japan; and Shangri-La Hotels & Resorts and The Peninsula Hotels in China.
Affluent travelers from all seven countries spend an average of 19 nights per year in hotels, with highest usage found among travelers from Germany (26 nights) and France (23 nights). High-income travelers from Italy (13 nights) and Japan (15 nights) spend comparatively less time in hotels. Chinese travelers are most likely (89%) to have spent at least one night in a luxury hotel, compared to 75% of affluent travelers worldwide.
On average, affluent consumers who stay in luxury hotels spend about 11 nights per year in these hotels with the majority of nights being related to leisure travel. Leisure travel with a spouse, cited by 63% of travelers, is the most common scenario for staying in a luxury hotel, while 11% traveled with a business colleague, and 15% reported traveling solo.
"Hospitality executives need to be aware of how affluent travelers from different countries perceive their respective hotel brands," says Luxury Institute CEO Milton Pedraza. "The Luxury Brand Status Index provides that information directly from consumers who are most likely to be guests at these hotels."
About Milton Pedraza and Luxury Institute, LLC
Milton Pedraza is the CEO of the Luxury Institute. Over the past 12 years, Milton has established the Luxury Institute as the most trusted global luxury research provider, and the proven high performance luxury client relationships consulting firm. Known globally as the foremost resource for affluent and wealthy consumer insights and client experience best practices, the Luxury Institute has served over 1,000 global luxury goods and services brands across dozens of luxury goods and services categories.
Milton advises and coaches luxury CEOs and serves on the Boards of top-tier luxury and premium brands, and luxury startups. He is sought after worldwide for his practical, innovative and humanistic insights and recommendations on luxury and is the most quoted global luxury industry expert in leading media and publications.
Milton is also an authority on CRM Technology, Analytics and Big Data. Prior to founding the Luxury Institute, his successful career at Fortune 100 companies included executive roles at Altria, PepsiCo, Colgate, Citigroup and Wyndham Worldwide.
Milton was born in Colombia, raised in the United States, has lived in several countries, conducted business in over 100 countries, and speaks several languages.
For complete rankings and ratings with additional insights from the Luxury Brand Status Index survey, visit www.LuxuryInstitute.com, or contact Luxury Institute CEO Milton Pedraza (mpedraza@luxuryinstitute.com).
Contact Information:
Katherine Sousa
ksousa@luxuryinstitute.com