NH Hoteles Implements 'Quality Focus' Strategy

By Nh Hoteles, PRNE
Thursday, June 9, 2011

MADRID, June 10, 2011 -

NH Hoteles has announced it is stepping up its efforts to find out about,
and optimise the level of satisfaction of its guests supported by
technological innovation and web horizons.

To do this, the hotel chain's Quality Department has developed new
channels of communication with its customers and has set up tools among the
first of their kind for analysing assessments and comments made about the
hotel chain online, such as satisfaction surveys, calculating and analysing
online opinions and in-depth studies made regularly by 'mystery guests' who
visit the hotels have all been implemented.

The website and the 2.0 networks are now well entrenched areas for
exchanging opinions regarding any product or service in particular for the
hotel industry; networks such as Tripadvisor, Booking, Atrapalo and many
others have now gained a high level of credibility among the public.

To analyse and improve the brand reputation it and its 400 hotels around
the world have, NH Hoteles has developed its very own online tool for
tracking comments about the hotel chain. Quality Focus Online locates any
comment posted about the hotels in the NH Hoteles chain, records them and
compares them with five direct competitors at the brand level, country level
and hotel by hotel.

Thus, the hotel chain is able to gain accurate information in real time
about what comments are being made about the hotel chain, be it on the
Internet or on social networks, such as which services are most esteemed and
which services are deemed to be unsatisfactory. The feedback is then
collected and analysed and can then find solutions for any issues raised.

The information, accessible in real time for all employees at head office
and hotel managers, is analysed every day by the Quality Department,
processed and sent out to the departments involved in each service.

The hotel chain has also established that management remuneration at its
hotels shall depend on a variable of the monthly and historic results that
are recorded every year by its Quality Focus Online tool.

Measuring its online reputation is not the only tool NH Hoteles uses to
find out about the opinion of its customers. The hotel chain also sends out
weekly satisfaction surveys to guests who have stayed at its hotels over the
last seven days.

NH Hoteles is the only hotel chain that, as part of this survey, asks its
guests whether they would like hotel staff to contact them to sort out any
problems that might arise. Around 8% of those surveyed have asked for this
extra service in which a promise is made to deal with these requests within
72 hours.

The hotel chain has set a maximum of four surveys a year (no more than
one every quarter) for each of its email contacts, so as not to overload its

Around 6,300 customers fill in the satisfaction forms available for every
hotel on the NH Hoteles corporate website annually.

Outside experts or 'mystery guests' carry out anonymous assessments of
the quality of service at the hotel chain's different hotels, based on a
series of parameters called "the 600 points of quality".

About NH Hotels:

NH Hoteles (www.nh-hotels.com/) ranks third among European
business hotels. NH Hoteles currently has 400 hotels with 59.202 rooms in 25
countries in Europe, including hotels in London (
www.nh-hotels.com/nh/en/hotels/united-kingdom/london.html) and hotels
in Berlin, (www.nh-hotels.com/nh/en/hotels/germany/berlin.html)
America and Africa. NH Hoteles has at present 23 new projects for hotels
under construction, which will provide 3,000 new rooms.

The chain offers hotel services which anticipate present and future needs
of both internal and external stakeholders (employees, clients, shareholders,
suppliers, environment, etc.), the communities where it operates and future
generations with efficient and sustainable solutions.

NH Hoteles is listed on the Stock Exchange of Madrid.

    PR Contact:

    Ana Bermejillo
    PR and Communication Advisor
    Santa Engracia
    120 Edificio Central



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