Mystery shopping research in the hospitality industry
Objective
To evaluate customer experience and service quality across major hotel chains and boutique hotels
Study Design & Approach
- 55 trained shoppers, US and Europe split 50/50
- Sample hotels: luxury (25%), mid-scale (45%), economy (30%)
- 110 locations across EU4, Switzerland, UK and US
- Measures: service, cleanliness, staff professionalism, compliance
Markets covered
USA
India
UK
Findings
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US Findings:
- Average experience score: 82/100
- Top strengths: check-in (92%); staff courtesy (88%)
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Weaknesses: room cleanliness (76%); complaint handling (60%)
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Europe Findings:
- Average experience score: 77/100
- Top strengths: property aesthetics (90%); staff multilingual skills (85%)
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Weaknesses: response times (68%): upselling (42%)
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Comparison US Vs Europe:
- US scores 6% higher on service responsiveness
- Upselling gap: US (65%) vs Europe (42%)
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