Vila Joya Luxury Hotel Survey Highlights

VILA JOYA LUXURY HOTEL SURVEY

by ILM and Yellow Kite


VILA JOYA LUXURY HOTEL SURVEY TABLE OF CONTENTS

INTRODUCTION 3

1 – CHARACTERIZATION OF THE RESPONDENTS 4

2 – WHEN THINKING OF… 6

3 ‐ WHAT IS A LUXURY HOTEL?
7

4 ‐ MONTHLY DISPOSABLE INCOME SPENT ON LUXURY PURCHASES 9

5 – MONEY SPENT ON LUXURY PURCHASES 10

6 ‐ MONEY SPENT ON LUXURY ‐ BY PRODUCTS/ SERVICES 11

7 ‐ RATING OF THE KEY FACTORS IN A LUXURY PRODUCT/SERVICE 12

8 ‐ FEATURES THAT MOST INFLUENCE HOTEL PURCHASES 13

9 ‐ MOTIVATIONS THAT MOST INFLUENCE HOTEL PURCHASES 14

10 ‐ LAST PURCHASE 15

11 ‐
11 EXPENDITURE EXPECTATIONS FOR 2010 16

12 ‐ EXPENDITURE EXPECTATIONS BY PRODUCTS/ SERVICES 17

13 – VILA JOYA HOTEL 18

14 ‐ CONCLUSIONS 19


VILA JOYA LUXURY HOTEL SURVEY INTRODUCTION

The Vila Joya Hotel Luxury Survey was developed by ILM Advisory in partnership with the Vila Joya and Yellow
Kite.

This survey was published in “Inspirations Algarve” as well as on different internet networks such as Facebook,
LinkedIn and The Star Tracker between the 16th and the 29th of December2009. A total of 210 full questionnaires
were collected. To motivate people to complete the survey there was a gift awarded to the 111th full
questionnaire submitted – a 3 night bed and breakfast experience with one gourmet dinner for two people in Vila
Joya.

The main objective of this survey was to understand the market’s current perception of luxury hotels and travel
experiences and the preferences of people regarding these topics It went further in the analysis of monetary
topics.
expenditure to understand whether people spent more, the same or less money on these articles during 2009
and their perspectives for buying luxury products/ services during 2010.

3

1 CHARACTERIZATION OF
1 – CHARACTERIZATION OF
THE RESPONDENTS

A total of 210 responses for the Vila Joya Luxury Hotel Survey were collected between the 16th and the 29th
December 2009 Of these 115 were submitted by males and 95 by females
2009. these, females.

The great majority of the respondents were between 30 and 39 years old (32,86%) and 50 and 55 years old
(16,67%). With regard to their current occupation, 48,10% of the respondents work in management positions,
22,38% are self‐employed, 13,81% are retired and 15,71% occupy different positions in distinctive areas of business.

Relating to the education level of those questioned, it was possible to conclude that half of them (50,48%) have
finished the college/university, 38,75% have a post graduation degree and 10,95% have high school studies.

66,7%
MÉDIA

4

1 CHARACTERIZATION OF
1 – CHARACTERIZATION OF
THE RESPONDENTS

With reference t th country of residence, 67 62% of th respondents i di t d th t th currently li i
f to the t f id 67,62% f the d t indicated that they tl live in
Portugal, 20% in the United Kingdom, 5,71% in Ireland and 6,67% in other countries such as Spain, Denmark, India,
among others. It is also important to mention that on average there are 2,65 members per household.

Taking into consideration the answers provided concerning the annual family income it was possible to conclude
66,7%
that half of the respondents (51,43%) earn less than 125K/year, almost one third between 125 and 250K and only
for 4 people more than 500K.
p p
MÉDIA

5

VILA JOYA LUXURY HOTEL SURVEY 2 – WHEN THINKING OF…
2 WHEN THINKING OF

In response to the question “ When thinking of ‘Cars/ Clothing/ Food and Beverage Products, Hotels’ what
brands do you consider luxury brands?” the top three ranking answers in each category were as follows:

CARS CLOTHING
1.
1 Mercedes (57 answers); 1.
1 Armani (53 answers);
2. Bentley (56 answers); 2. Channel and Hugo Boss (33 answers each);
3. Porsche (49 answers). 3. Prada (25 answers).

FOOD AND BEVERAGE HOTELS
1. Moët & Chandon (34 answers); 1. Ritz (55 answers);
2.
2 Harrods and D
H d d Dom Pé ig
Pérignon (22 answers each);
h) 2.
2 Hilton
Hilt (39 answers);
)
3. Marks and Spencer (17 answers). 3. Sheraton (18 answers).

It is also important that besides the brands It is also relevant that Vila Joya Hotel was
identified, many of the respondents also referred to by 13 people as being a luxury hotel.
mentioned champagne, caviar and oysters as
luxury products.
l d

6

VILA JOYA LUXURY HOTEL SURVEY 3 – WHAT IS A LUXURY HOTEL?
3 WHAT IS A LUXURY HOTEL?

After the compilation of all the answers obtained we conclude that “service” is what best defines luxury hotels
for almost half of the respondents (103). Some of the definitions provided were the following:

• “Smooth Personalized Service with a Smile”;

• “Personal service that feels like a comfortable 'blanket' over me giving me the feeling of being spoiled”;

• “Attention to details quality and good service”;

• “Charm, tailor‐made services, People”;

• “Personal knowledge of all guests and attention to small but important detail”.

66,7%
MÉDIA

7

VILA JOYA LUXURY HOTEL SURVEY 3 – WHAT IS A LUXURY HOTEL?
3 WHAT IS A LUXURY HOTEL?

In addition to “service” the respondents also used words like “quality” and “comfort” as key to defining luxury
hotels.

• “Quality, exclusivity, prestige... A sensory experience, where the senses run free”;

• “Hotel that provides quality and variety of experience in an environment which is beautiful and memorable.”;

• “Service, Cleanliness, Comfort and little additions that make your stay extra special, good atmosphere”;

• “The primary consideration for me is the best quality of service. The hotel staffs’ primary function is to make

the guest feel welcome and comfortable in the surroundings. The comfort of the bedroom and particularly the

bed is the next most important and then the food”.

66,7%
MÉDIA

8

4 – MONTHLY DISPOSABLE INCOME
SPENT ON LUXURY PURCHASES

41% of the respondents mentioned
that they can afford to spend between
Monthly disposable income spend on luxury purchases
5 and 15% of their income on luxury
5 y
9% 3%
28% purchases.
19%
Also significant is the number of
respondents (59 people, representing
28,10% of the answers) who don't
spend more than 5% of their income on
41%
< 5% of my disposable income 5 ‐ 15% of my disposable income the purchasing of luxury articles.
15 ‐ 25% of my disposable income 25 ‐ 45% of my disposable income
> 45% of my disposable income
Only a minority of 3%, 6 people, afford
to spend more that 45% of their
66,7%
MÉDIA income on luxury purchases.

9

5 – MONEY SPENT
ON LUXURY PURCHASES

According to this graph, it is possible
to conclude that 44% of the
Money spent on luxury articles on 2009 comparing to previous years
respondents spent about the same
p p
44%
45,00% money on luxury purchases in 2009
40,00%
when compared to previous years.
35,00%
30,00% 25%
25,00%
Although one third of those
19%
20,00% interviewed (35%) spent less on luxury
15,00% 10%
articles in 2009
2009.
10,00%
3%
5,00%
0,00% Only a minority of 7 respondents
Significantly Somewhat About the Somewhat Significantly
more more same less less confirmed spending significantly more
on luxury purchases during the last
year (2009).

10

6 – MONEY SPENT ON LUXURY
BY PRODUCTS/ SERVICES

When looking at this graph it is

Variations in amounts spent in 2009 comparing to previous years possible to see that people are willing

60,0%
to
t pay more f t
for travel experiences,
l i
50,0% this being the category where more
40,0%
30,0% people confirmed spending more
20,0% money in 2009 compared with
10,0%
0,0% previous years – 36,7%.

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were people have reduced their
av
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Tr
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pa
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expenses most (35,7%), followed by
Ch

Less
L Same
S More
M
personal luxuries (33,8%) and luxury
hotels (32,4%).

11

7 – RATING OF THE KEY FACTORS
IN A LUXURY PRODUCT/SERVICE

This table shows the scale for items most voted by the respondents for each of the categories available when
considering the importance of a luxury product/ service.

Category Rate % of respondents
Quality Very important 85,7%
Personalized service Very important 76,7%
Location Very important 55,7%
Design Very important 51,9%
Rich in experiences Very important 48,1%
Uniqueness Very important 44,8%
Scale Moderately important 35,2%
Brand Moderately important
y p 3 ,5
30,5%
Trendy Moderately important 29,5%
Prestige Moderately important 29,0%
High Price Important 31,9%

According to the table one may conclude that for the great majority of the respondents quality and
personalized service are the two main aspects that they consider most important when thinking about luxury
products and services.
d d i

12

8 – FEATURES THAT MOST
INFLUENCE HOTELS’ PURCHASE

RANKING
1. SERVICE
2. LOCATION
According to all the answers collected, “service” is the feature
3. VALUE IN TERMS OF THE EXPERIENCE
that has more influence on the buyers purchase decision, with
LIVED ONSITE
4. CUSTOMER RELATIONSHIP an average weight of 15,8%, being followed by location (15%) and
5. UNIQUENESS value in terms of the experience lived onsite (14,4%).
6. EXPERIENCES
7. PRICE
8. FUNCTIONALITY
9. BRAND
10.
10 HOTEL SCALE

13

9 MOTIVATIONS THAT MOST
9 – MOTIVATIONS THAT MOST
INFLUENCE HOTELS’ PURCHASE

RANKING
1. RELAX
2. WINE AND GASTRONOMY From all the motivations that can influence the buyers at the time
3. SPA
of purchasing and choosing an hotel, relaxation is the one that
4. BEACH
5. CULTURAL HAPPENINGS (THEATRE, most influences the respondents with an average rate of 17,4%.
fl h d h f
MUSIC, CINEMA) The Wine and Gastronomy product appears in second place with
6. TOURING
a rate equal to 16,6%.
7.
7 ART AND BUSINESS
8. GOLF
9. NAUTICAL
10. READING
11. PHOTOGRAPHY

14

VILA JOYA LUXURY HOTEL SURVEY 10 – LAST PURCHASE
10 LAST PURCHASE

TRAVEL HAUTE CUISINE

• There is no uniformity regarding when the • Half of the respondents (51%) had at least one
respondents last travelled, however 79,6% travelled Haute Cuisine dinner during last month;
no l
longer th 6 months ago: 32,9% ‐ one month ago,
than th % th
• 60% confirmed that they didn’t spent more than
25,7% ‐ 3 months ago and 21% ‐ 6 months ago;
250€ on their haute cuisine dinner, although one
• The great majority of the respondents spent person mentioned that he spent more than 3 500€
3.500€
between 500 ‐ 1.499€ (35,2%) and 1.500 – 2.499€ on it;
(25,7%) on their last travel experience;
• People mostly enjoy a haute cuisine dinner during
• 54,8% made their travel purchase during the week the weekend (45,7%);
and the weekend;
• This leisure luxury item is more often bought than
s e su e u u y te s o e o te boug t t a
• On average, people only buy a travel experience travel experiences. A quarter of the respondents
once every 6 months (30,5%) or even once a year – enjoy a haute cuisine dinner once a month and
35,7%.
% 42,4% once every 3 months.
% th
•
15

11 EXPENDITURE EXPECTATIONS
11 – EXPENDITURE EXPECTATIONS
FOR 2010

Expenditure expectations for 2010
According
g to the answers
60,00% 55%
collected, there are good
50,00%
perspectives for 2010, with 86% of
40,00%
27%
the respondents willing to pay
30,00%
about the same or even more for
20,00%
11%
luxury products and/or services
l od t d/o e i e
10,00% 5%
1%
compared with 2009.
0,00%
Significantly Somewhat About the Somewhat Significantly
more more same less
l less
l

16

12 EXPENDITURE EXPECTATIONS
12 –EXPENDITURE EXPECTATIONS
BY PRODUCTS/ SERVICES
On average, and for all the categories, 62% of
the respondents are willing to spend the
same in luxury purchases in 2010, when
Expenditure expectations on the different luxury products/ services compared to 2009, 22,7% more and 15,2% less.
80,0%
70,0% The “travel experiences” category is that in
60,0%
50,0% which the respondents are once again
40,0%
30,0% disposed to paying more d i the coming
di d i during h i
20,0%
10,0% year (41,4%), with the “Luxury hotels”
0,0%
appearing in second place with 21,4% of the

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answers for its category.
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On the other hand, the “home luxuries” and
pa
am
Ch

Less Same More
the “entertainment” are items on which
people plan to reduce their expenditure with
23,8% and 14,7% of the respondents
confirming this respectively for each
category.
17

VILA JOYA LUXURY HOTEL SURVEY 13 – VILA JOYA HOTEL
13 VILA JOYA HOTEL

Through the observation of this graph we

Vila Joya Hotel may conclude that the great majority of
17,1% 16,7% the respondents h
h d have, at l
least, already
l d
heard of, or read about, Vila Joya Hotel.
9,0%

Although,
Although from the 83 2% of respondents
83,2%
who “know” this hotel, only 9% (equal to 19
people) have already stayed there, and
57,1% 16,7% had eaten in the 2* Michelin
No
Yes, I have read or heard about it
restaurant.
Yes, I have staued there
Yes, but I only went there to visit the 2* Michelin restaurant It is very significant that 16,7% of the
respondents have never heard about Vila
Joya Hotel.

18

VILA JOYA LUXURY HOTEL SURVEY 14 –
14 CONCLUSIONS

The main conclusions derived from the “Vila Joya Hotel Luxury Survey” were the following:

• The key words that best describe Luxury Hotels are: Service, Quality and Comfort;

• Almost half of the respondents spend between 5 and 15% of their monthly income on luxury purchases;

• Concerning the expenditure on these types of articles in 2009, and when compared to previous years, 44% of
the respondents mentioned that they spent about the same and 35% somewhat less or significantly less on
them. The home luxuries were the products on which people cut their expenditure most, and also the one on
which they are planning to reduce most in 2010 On the other hand the travel experiences are the luxury
2010. hand,
products on which people are willing to pay more during 2010, as confirmed by 41,4% of the respondents;

• Quality and Personalized service are also the main aspects considered by respondents when speaking about
luxury products/ services; 66,7%
MÉDIA
• The two main factors that influence the buyers’ purchase of Luxury hotels are Service and Location;

19

VILA JOYA LUXURY HOTEL SURVEY 14 –
14 CONCLUSIONS

• Relaxation Wine and Gastronomy and Spa are the three main motivations when choosing the purchase of a
Relaxation,
Luxury Hotel;

• Due to the cost of travel experiences, people spend more frequently in haute cuisine dinners than in travel
experiences – once a month or every 3 months in haute cuisine, compared with every 6 months or yearly in
travel experiences;

• With regard to planned expenditure on luxury products/ services in 2010 compared to 2009, there are good
perspectives ‐ 55% of the respondents mentioned they intend to spend about the same and 32% somewhat
more or significantly more;

• It is also important that the great majority of the respondents questioned (
l h h f h (83,2%) h already h
) had l heard of, read or
f
have been in Vila Joya. Although, it is also relevant that 66,7% a quarter of the respondents didn’t know
almost
anything about this establishment. MÉDIA

20

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A C
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TY D
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WHERE TO FIND US

Tel.: ( 351) 213 145 481 • Fax: (+351) 213 145 482 • e-mail: info@ilm portugal.com
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Vila Joya Luxury Hotel Survey Highlights

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