Customers appreciate free perks – who wouldn’t? Its willingness to provide free amenities is a primary reason why Drury Hotels topped a recent list of customer satisfaction scores for the hospitality industry.
The Market Metrix Hospitality Index (MMHI) ranked the world’s biggest hotel brands by collecting opinions from travelers across the globe. Drury, considered an “upper midscale” hotel, landed the top spot with an index reading of 90.9, according to the report.
Drury customers said they appreciated the company’s generous amenities, including free hot breakfast, free wireless internet and free long distance and local calls.
“Ranking No. 1 in customer satisfaction is a huge honor for Drury Hotels and for every member of the Drury team,” said Chuck Drury, president and chief executive officer of Drury Hotels, in a press release. “Giving our guests a great experience was our commitment when we opened the first Drury Hotel nearly 40 years ago, and we’ve never wavered from that commitment.”
Ritz-Carlton and JW Marriot ranked two and three on the top ten.
What can businesses in other industries take away from Drury’s placement on the list? Is the ultimate lesson that it pays to offer customers free goodies?
Not necessarily. The larger point may be that customers appreciate when businesses go above and beyond what is expected from them. At this point, most travelers would expect to pay through the nose if they removed so much as a single peanut from their hotel room’s mini bar, so Drury’s generosity helps it stand out.
That’s a lesson worth taking to heart for other businesses. A 24/7 answering service, for example, may ensure that customers receive immediate attention and support no matter what time they call a business. At a time when expectations for service are arguably pessimistic, an answering service is an easy way for organizations to pleasantly surprise their customers.