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MARKINOR POSITION PROTEA MOST TRUSTED HOTEL BRAND - 26 September 2005
Protea Hotels are pleased to announce that they have, once again, been voted 'The Top Hotel Brand in South Africa', having scored the highest brand relationship score in the prestigious Markinor - Sunday Times Top Brands Survey 2005, as published in the Sunday Times (25 September). "Keeping in mind this survey is completely independent and unsolicited, relates its credibility, which makes this a very significant finding," commented Arthur Gillis, Group Managing Director for Protea Hotels.
Following on from the 2004 survey, Protea has once again reigned supreme, proving that their customers are brand loyal. Markinor's business-to-business component in their independent annual brand survey polled 100 big South African businesses, interviewing 400 individuals at Directorship and Executive level. Respondents were surveyed with the purpose of tracking brand awareness, brand trust, brand confidence and brand loyalty, which resulted in Protea Hotels rating best within the hospitality industry - once again. This means that Protea are achieving higher brand recognition and conviction than Holiday Inn, Sun International and Southern Sun - the significance is enhanced as the survey is completely independent and unsolicited. "It is only the second year that our industry has been included in the Markinor survey, which bodes well for our group, but also for the industry as a whole, as we can all use the findings to direct our marketing drives and focus," added Gillis.
Danny Bryer is quoted in the Sunday Times article, stressing the importance and influence of Prokard, the groups' loyalty programme and the effect that it has on their business. With an 80 000 strong customer base, the loyalty programme is remaining true to its name, by keeping customers loyal. He also points out the significance of adding value for customers and ensuring that customers are treated as individuals!
Protea are particularly thrilled with the results, as the corporate traveller sector comprises as much as 80% of the group's overall market mix and this research provides a yardstick for the group and industry.