In June 2022, the Anguilla Hotel and Tourism Association and ClienTell Consulting LLC began to collaborate in conducting an ongoing visitor satisfaction survey to monitor competitive perceptions and loyalty driving future tourism.
During this first month, 146 visitors participated in the survey in response to signage at the airport and ferry departure lounges, as well as social media posts. The survey link, QR code and invitation posts are also accessible on the Anguilla Tourism Survey Facebook page.
Overall and Best Destination Comparisons
Overall, 79% of participants were Very Satisfied with their most recent visit; 16% were (merely) Satisfied, and 5% expressed dissatisfaction due to unmet expectations. Those who were Very Satisfied shared recurrent themes of appreciating the beaches, people and food – as well as numerous references to Anguilla providing beauty and “unspoiled” relaxation free of crowds, malls, fast food, high rise hotels, casinos, drones or jet skis. However, those who were merely Satisfied cited unfortunate experiences with rude or unfriendly service, credit card/ATM issues, and perceptions of Anguilla restaurants and/or golf in particular, as “expensive” – suggesting most expectations were met, but not all. With fortunately so few dissatisfied respondents in the sample, specific reasons could not be generalized as themes.
While 77% of the participants named Anguilla as the “best” destination in their experience, 10% named and rated others. When asked for their satisfaction with other “best” destinations, 80% said Very Satisfied. However, of those naming Anguilla as “best” – a stunning 88% were Very Satisfied with their most recent visit. While 79% overall is excellent, our “personal best” puts the Anguilla goal for truly outstanding loyalty somewhere between 80 and 90% Very Satisfied or – “extraordinary” visits.
Villa and Hotel Ratings
With kudos to the sector, these visitors gave their properties outstanding ratings of 85% Very Satisfied, 14% (merely) Satisfied, with only 1 dissatisfied among 117 respondents. Participants rated a full range of private homes, apartments and villas, to boutique hotels like Frangipani and Shoal Bay Villas, to the larger resorts, e.g. Aurora, Four Seasons and Zemi Beach. The staff, location and beautiful beaches highlighted their reasons for these ratings.
Outstanding Meals and Service: Restaurant Recognition
The survey asked participants if they would like to recognize a restaurant for an “outstanding meal and/or experience” during their stay. Top mentions included Straw Hat, Veya, Mangos, Blanchard’s (both beach and main), Sharky’s, Ember and Jacala. Additional multiple mentions went to Sunshine Shack, Tasty’s, Dolce Vita, and Ocean Echo. Still others were mentioned at least once with glowing compliments of both “amazing” food and service! More than a few visitors also listed two or more, saying it was not possible to name just one.
Activities Enjoyed and/or Desired
When asked which activities they enjoyed most, visitors cited the beaches, dining, relaxing, walking or hiking, snorkeling or diving, as well as visiting a spa, enjoying music and boating. With regard to any activities they “would like to enjoy on a future visit,” most wanted to do more of the same, especially enjoy the beaches. A few others mentioned shopping, tours, fishing/boating/sailing, as well as horseback riding, visiting a spa, dining and golf. Several asked not to expand activities, e.g. “do not want jet skis, ATVs or floating bars” with one adding, Anguilla “doesn’t need to be like other islands… please no more touristy stuff” lest it “lose its appeal” as a destination.
Access and General Services
In all, 9 aspects of access and services were also rated. The two top scores went to Air Transfer Service to/from SXM (kudos to Anguilla Air Services!) and to the car rental agencies: both had 75% Very Satisfied ratings with only 1 and 3 individuals dissatisfied, respectively. Taxi and ferry services came in with 63% and 57% Very Satisfied and just 4-5 dissatisfied respondents. Phone services came in at 45% Very Satisfied, with 7% having unmet expectations. Whereas, the arrivals at both the ferry and airport terminals edged down to 48% top scores for both, with 12-17% dissatisfaction. The greatest challenges appeared with Anguilla roads and traffic management with 31% Very Satisfied and 21% dissatisfied; while the SXM airport achieved just 16% Very Satisfied, with 24% dissatisfied with their transit to/from Anguilla through Princess Juliana. One specific suggestion was to offer at least a water fountain or drinks after entering the waiting lounge at the Anguilla airport.
Recommended Top Priorities
The survey then asks, “all things considered” what should be a “top priority” to do more or change to ensure the best experience for the traveler and others in the future. Suggestions for improvement included ensuring both community and road safety, cleanliness, affordability, keeping cash in the ATMs, robust Internet – and consistent customer service quality. Other priorities included the need to maintain Anguilla’s ability to deliver a relaxing escape (i.e. delivering on the promise to “lose the crowd”). Several participants urged that the island remain unspoiled, free of cruise ships, casinos, major chain hotels, and high rises, e.g. “If I want casinos and jet skis, I can go to any of 50 different destinations, but with Anguilla, I can be where they are not. If allowed in Anguilla, I fear we will stop coming.” Still a few others mentioned concerns about Covid restrictions and taxes, including how the “July 1 tax…will put a trip to Anguilla beyond reach for me.”
Discovering Anguilla and Demographics
When asked how participants learned of Anguilla, some 40% said a friend or relative recommended visiting the island. Another 34% said “other” and spanned “research” of various media, but many of those also included mentions of friends or family, as well. Just 8% cited travel agent suggestions, while 7% each referred to day trips from SXM or social media, followed by 5% seeing a print ad about Anguilla. Of the 99 who provided their point of origin, 87 visited Anguilla from the USA, with a handful from Canada and the UK, plus one each from Mexico and Sweden. Not surprisingly with the addition of Miami flights, 39 of the 96 naming their airline cited American Airlines, followed by 25 mentions of Jet Blue, 11 coming on Delta, and 9 mentioning United. Of 98 people giving the number of times they have visited, 55 of them had come 10 or more times.
Bottom Line: How Our Service Quality Determines Our Future Prosperity
Given most visitors coming as repeat guests who learned of Anguilla from others, their continued willingness to return and to recommend Anguilla are both critical parameters of loyalty. In short, our future depends on the willingness of our guests to want to return – and share positive Word of Mouth. The survey asked about these intentions.
Of those who were Very Satisfied with their experience, 95% would “definitely” return and recommend visiting Anguilla. However, among the (merely) Satisfied, just 45-50% would “definitely” do the same. Whereas, none of the dissatisfied travelers would “definitely” return or recommend the island to anyone. Thus, our ability to exceed expectations to ensure Very Satisfied visitors will continue to determine our prosperity as a destination. In short, we must consistently ensure that we deliver on being “extraordinary” – even when that simply means unmatched authenticity, welcoming people, outstanding cuisine, and relaxing beauty.
The Anguilla Tourism Survey is being conducted online as a community service by Melinda Goddard, principal of ClienTell Consulting LLC in collaboration with the Anguilla Hotel and Tourism Association (AHTA). The survey is accessible at: AnguillaTourismSurvey.com
