Sofitel London vs. Bangkok: Guest Review Service Analysis

Introduction

Although the international hotel industry is enormously competitive, brands such as Sofitel are able to charge a premium based on their consistent provision of high-quality services, accommodations, and amenities. Maintaining these levels of high-quality service, however, is a challenging enterprise that demands constant management oversight and attention to detail, and some Sofitel hotels appear to achieve this level of service better than others.

This paper provides a review of the relevant literature and a content analysis of guest reviews to identify similarities and differences between the levels of service being provided by two Sofitel hotels — one in London and the other in Bangkok. The objectives of the study were to analyze the perceptions of service quality based on guest reviews, determine key factors that affect guest satisfaction, and examine motivation for travel and hotel selection criteria. This analysis is then used to provide brand managers with recommendations concerning how the brand should be positioned and how service quality should be managed across international boundaries. A series of recommendations based on this analysis is followed by a summary of the research and important findings in the conclusion.

Background and Overview

The Sofitel hotel chain was created in 1963 by the Banque de Paris et des Pays-Bas, together with investment from other banks as well as Air France (Endy, 2004). The chain was subsequently acquired by the Accor Group in 1980 (Canals, 2000). Other chains in the Accor Group include Mercure, Ibis, and Formule 1 (Aharoni & Nachum, 2000). The Sofitel hotel chain is well-known for the high quality of its services, furnishings, and attention to detail.

For example, Sofitel hotels feature the luxurious MyBed, specially made for the hotel group by French manufacturer Epeda, which guests can order online through Sofitel's SoBoutique website, along with the same bed linens used in the hotel's guest rooms (Swengley, 2006). In addition, Sofitel offers various decorative items on its website, including a brass Gatsby lamp from Sofitel St. James in London, a sculpture of a Buddha's hand from Sofitel Chicago, and a glass pitcher and carafe from Sofitel Paris. According to Swengley, "Fashion designer Jean-Charles de Castelbajac has even designed a quirky cushion with OK or KO embroidery for Sofitel that you can order online" (2006, p. 25). Clearly, Sofitel has placed a premium on providing top-level services in a comfortable and well-appointed environment.

Theoretical Frameworks for Service Quality

The importance of service quality in the travel and tourism industry is well documented, and a number of theories have been developed over the years to help practitioners measure customer perceptions, including the Nordic and North American schools of thought.

The Nordic school views service quality from a customer orientation that requires relationships to be forged throughout the service exchange process, which is regarded as equally important to the relationships themselves. The Nordic school maintains that "customer perceptions can be subjective as well as objective and that the subjectivity is socioeconomic-factor dependent" (Williams & Buswell, 2003, p. 48). In sum, the Nordic school holds that service quality and personalized service is everyone's responsibility.

By contrast, the North American school advocates standardization of customer service delivery at a level that exceeds customer expectations. In order to ensure this is achieved, practitioners subscribing to the North American school have developed various instruments to measure customer satisfaction, identify problem areas, and uncover opportunities for improvement (Williams & Buswell, 2003). Both schools of thought have special significance for the travel and tourism industry and can provide useful insights into customers' perceptions of service quality (Williams & Buswell, 2003). As the Nordic school emphasizes, customer perceptions of quality can be both objective and subjective — a distinction that has direct implications for how Sofitel manages its brand across different cultural and geographic contexts.

Analysis of Guest Reviews: Sofitel London St. James

To determine how former guests viewed their experiences at two Sofitel hotels, a summary of excerpts from the 30 most recent guest reviews for each hotel was compiled, followed by a content analysis to identify common themes and issues. This analytical approach is congruent with Riffe, Lacy, and Fico (1998), who note: "Usually, content analysis involves drawing representative samples of content. The data collected in a quantitative content analysis are then usually analyzed to describe what are typical patterns or characteristics, or to identify important relationships among the variables measured" (p. 2).

The following table presents excerpts from the most recent guest reviews for the Sofitel London St. James.

Selected Guest Review Excerpts — Sofitel London St. James (April–May 2011)

May 26, 2011: This hotel was wonderful. The rooms were clean with all the amenities you need. The shower was fabulous, as was the bed. The location was perfect — just blocks away from Buckingham Palace, Trafalgar Square, the National Gallery, and Piccadilly Circus tube is just up the street. Restaurants and convenience stores are within very close walking distance. Overall, this is a great place to stay.

May 26, 2011: I stayed at this 5-star hotel for a long weekend in March 2011. This hotel is permanently in the top 10 hotels in London on TripAdvisor. As usual for this level of hotel, the service was excellent. My main concern was the low level of lighting in the room, which made it very difficult to read newspapers or books.

May 25, 2011: Perfect hotel! We stayed at the Sofitel St. James and our stay was spectacular. Highlight for us was the MyBed, which seems to have an allure that does not let up. Class service and F&B. Breakfast excellent! Perfect location for day and night.

May 24, 2011: They have a full buffet and will also cook whatever you want from their menu — delicious! The concierge and staff are really helpful. With all of our wanderings we realized this hotel has the best location.

May 18, 2011: Had the most amazing stay in London at this hotel. I booked a junior suite for three nights and was apparently upgraded to a premier suite without even asking. The suite had a separate living room, an additional TV, two bathrooms, and every little amenity you can think of. The bed was sumptuous. Very polite and efficient staff at every encounter.

May 18, 2011: It is an excellent location for Covent Garden, Piccadilly Circus, the Palladium, Regent Street, and Trafalgar Square. Efficient and friendly reception staff. Excellent pianist in the evening. Tasteful decor. Good-sized room with all comforts catered for. Would definitely recommend and stay there again — a bit pricey, though.

May 15, 2011: As usual, this hotel was excellent — lovely room, beautiful decor, very professional staff, and good food at breakfast.

May 15, 2011: The staff was friendly and helpful. They even lent us umbrellas and held our luggage until late at night when we grabbed it to catch our late train to Scotland.

May 13, 2011: My husband and I got an excellent rate for this hotel, and if I could get that rate again I would stay here every time we visit the city. The rooms are excellent and exceptionally clean, which for me is vital. The bathrooms are lovely — ours had a separate shower and bath. Our rate included breakfast, which was very enjoyable in a peaceful and relaxing setting. The bar felt overpriced, and cocktails — although nice — were around £14 each, which is more than in top restaurants. All the staff were very friendly, but the check-in staff were a little aloof, which came across as rude at times.

May 12, 2011: It is by far the best experience we had in London in this category of hotels. Everything was perfect. The reception was fast and effective, the breakfast is fantastic, and the restaurant provides a nice menu at affordable prices. On top of that, the staff is very efficient.

May 12, 2011: Very smooth check-in and check-out. Very nice having the iPod dock and the espresso machine — though original Nespresso machines are easier to operate. The overhead shower was excellent. Room service was extremely good, with extra salad, bread, and macaroons that were not even ordered. All in all, a very pleasant stay.

May 12, 2011: It is regrettable to sleep, as you are then unable to enjoy the great service. The staff does everything to make you feel relaxed and comfortable, without giving the impression that only kings and presidents are welcome. Service and nice gestures are found in small details — that is why they were even more appreciated.

May 11, 2011: Luxury. Great service. Room was a bit small to accommodate an extra bed.

May 7, 2011: Perfect hotel. The location is just a walking distance to anywhere you like. A few steps away from the metro station at Piccadilly, across the street from the gorgeous St. James Park and Trafalgar Square, and a few minutes' walk from Leicester Square, Soho, Regent Street, and Oxford Street. The lobby, rooms, and services are superb — and most important are the staff, who are extremely courteous.

May 6, 2011: This hotel is very good and close to parks and all central locations.

May 5, 2011: Wonderful hotel, incredibly friendly and helpful staff. Will definitely return.

May 4, 2011: In Europe I have seldom felt so welcomed as at Sofitel St. James. Reception was excellent, luggage delivery was the fastest ever, and the service in the lobby bar was outstanding. Absolutely not the cheapest hotel, but the best one!

May 4, 2011: I have been staying at the Sofitel St. James regularly for the past six years and I must admit there is no better place to stay in London.

May 3, 2011: Believe the fabulous reviews — they are all true. The location is amazingly convenient to St. James Park, Buckingham Palace, Piccadilly Circus, and all the key sites. The personnel were professional, refined, yet warm and welcoming.

May 3, 2011: The price was attractive, the rooms were elegant, the location very convenient, but most importantly the staff at the Sofitel St. James made the weekend stress-free and delightful. All were attentive and accommodating, with lots of smiles and friendly welcomes.

May 3, 2011: The Sofitel location is just perfect — just a few steps away from St. James Park and Piccadilly/Regent Street and the theatre district. The hotel room was clean and very quiet, and the service was perfect. Top location for a London getaway!

May 2, 2011: The Sofitel, located in the heart of London between Piccadilly Circus and Trafalgar Square, was the perfect place to stay during the Royal Wedding. The hotel team did a terrific job making this stay for my wife and me unforgettable. We will come back!

April 29, 2011: Perfection without pretension.

April 27, 2011: We got a good deal on staying here and could not have been happier. The hotel was very well set up with all you need. The rooms were very good and the position could not be better. Best of all were the staff — they could not have been more helpful.

April 26, 2011: Great time, great service, great hotel — London at its best!

April 26, 2011: My favorite hotel in London! Listening to a harpist while sipping champagne is fantastic. My husband was very pleased with the spa. Late check-out on Sundays is perfect. Hope to come back in the autumn.

April 20, 2011: The Sofitel gets it right — excellent service without the foul hint of obsequiousness or ostentatiousness that many luxury hotels in London seem to have.

April 18, 2011: Exceeding expectations in every way.

April 18, 2011: The staff are welcoming, courteous, and nothing fazes them.

April 18, 2011: A good hotel, but probably one of the most expensive I have ever stayed in. The hotel bar is ridiculously expensive, with drinks around £15.

To date, the Sofitel London St. James hotel has received 850 reviews on TripAdvisor. Three main themes emerged from these reviews concerning what guests liked most about the Sofitel London St. James: (a) ideal location, (b) desirable amenities, and (c) the helpfulness and courteousness of the staff. A recurring secondary theme was the high prices charged, particularly at the hotel bar. The majority of the reviews indicated that hotel guests were traveling for pleasure rather than business, and the location of the hotel was deemed the most important factor in the hotel selection criteria.