Toronto agency Cundari released findings for its study of premium hotel brand management, with The Ritz-Carlton being named the best-managed brand in North America.
The Ritz-Carlton ranked highest among both Canadian and American respondents, outperforming its competition in areas like renowned history, loyal following, clear and attractive brand personality, clear and meaningful positioning, and delivery on brand promise.
The Ritz-Carlton hasn’t technically begun operations in Canada, but its Toronto location is scheduled to open in January 2011.
Among Canadian respondents, W Hotels, Four Seasons, Fairmont and Hyatt joined The Ritz-Carlton in the top five, while American respondents tapped Four Seasons, W Hotels, Westin and Marriott after The Ritz-Carlton.
“One thing these surveys are telling me is that it was no ordinary recession,” said Cundari president and chief strategy officer Garry Lee. “It appears a whole new set of values has emerged in how affluent consumers view and value brands. They’re more discerning than ever before, more tech savvy, they want every detail put in front of them, they want corporate responsibility. They expect more out of their luxury brands.”
While the study remarked on how Canadian and American marketers perceive the management of top hotel brands very similarly, it did note that there was a marked difference in the perception of two particular brands.
“Both Fairmont and Delta were viewed much more positively by Canadian respondents, who felt that they are better managed,” said the study. “Delta and Fairmont are both Canadian-based operators of hotels and resorts and will therefore be more top of mind for Canadians.”
Conducted online among members of American Marketing Association and the Canadian Marketing Association, the survey consisted of 1,905 online interviews evaluating 16 luxury and premium hotel brands that have a presence in both Canada and the U.S. It is the second of Cundari’s series examining categories that target affluent consumers. In September, the agency released a report on wealth management, and will release its report on luxury automobiles next month.
Lee said he expects to expand the series to more categories in the near future.
