In Europe, Featured, HSMAI, HSMAI, Insights, Marketing, News items, Travel>Hotels, Uncategorized
The guests have spoken: During The HSMAI Day Germany at Scandic Hotel Berlin Kurfürstendamm on October 16th, HSMAI, in cooperation with the German company Customer Alliance, announced the first national Guest Experience Awards in Germany. The Award is based on customer satisfaction data and ratings in different portals, such as TripAdvisor,,, Google, Facebook etc.

As a review management platform, Customer Alliance are in a prime position to not only collate a full-market overview of guest feedback across the industry’s top portals, such as TripAdvisor,, Google and Facebook, but to truly understand the guest sentiment behind this feedback. Whilst the award is based upon factors such as the overall review scores left by guests on portals, and also, importantly, the continuing experience which guests receive after they leave, the quality of the finalists goes to show that amazing guest experiences is not just for large establishments with multi-million dollar marketing budgets. As they say, a smile costs nothing – and truly impressing your guests is a result of passion and dedication by a great team.

It’s important to note that there have been no judges in the selecting the finalists and winners of this award. It is purely based upon publicly available data, and alongside a few minimum criteria all candidates have equal opportunity to win their respective category. We feel that this is the truly best evaluation of service quality as it give small, family owned establishments equally opportunity to be recognised alongside their larger, more well-known counterparts.

It’s an honour to announce the recipients of the inaugural HSMAI & Customer Alliance Guest Experience Award for Germany. These candidates have really impressed us with their efforts over the past 12 months and the final results were very close amongst the finalists.

Experiences and Attractions

For any tourist region to flourish, Experiences and Attractions are a critical element to the ecosystem as they give tourists a reason to come and they end up spend their money at local businesses whilst they are there. However, experiences and attractions can come in many forms – from amusements parks and museums to bars and activities – and the candidates have really shown the broad spectrums of attractions for today’s modern traveler.

From over 1,400 candidates in the category, these 10 finalists have shown outstanding commitment to their guest experience:

  • August Horch Museum Zwickau GmbH
  • Berliner Philharmonie
  • Europa-Park
  • Heimat-Tierpark Olderdissen
  • Mercedes-Benz Museum
  • Miniatur Wunderland
  • Old Masters Picture Gallery
  • Störtebeker Festspiele
  • Zirndorf Playmobil-FunPark

The winner in the category Experiences and Attractions: Miniatur Wunderland

About the winner in this category, Shane Forster from Customer Alliance said:

Our winner for the 2018 HSMAI & Customer Alliance Guest Experience Award for Attractions goes to a place for the young, and the young at heart. With over 9,000 cars and 1,000 trains at this location, guests are able to get a experience transport from across the world including, Austria, Switzerland, Scandinavia, Italy and the USA with further experience as far abroad as Australia being added soon. Whilst this location may have very miniature foundations, their guest experience is anything but with an 96.6% guest satisfaction rate over the past 12 months from over 6,000 reviews.

Our showcased highly recommended: August Horch Museum in Zwickau

About the highly recommended in this category, Shane Forster from Customer Alliance said:

Our showcased highly commended Attraction for 2018, goes go to an car lovers paradise from Eastern Germany. Established in 1988, this museum showcases the beginnings of some of Germany’s most iconic automobile brands, including Audi and Trabant. As an ode to the innovative automobile history of the city which this museum is located, it is now equally owned by the city and Audi AG. With over 94% guest satisfaction over the past 12 months, there are a lot of happy car lovers out there today.


From Michelin star restaurants to the local burger joint, restaurants come in all shapes and sizes – as does the guest experience which they deliver. With the rise of online delivery platforms, it’s increasingly important that establishments place more focus than ever on the experience which guests receive when they come to the restaurant. As we all know, it’s more than just the food!

Having evaluated almost 130,000 German restaurants of all sizes, making the finalist list is a massive achievement and one which each should be particularly proud of.

The finalists for 2018:

  • Bei Oma Kleinmann
  • Caramba Especial
  • Little London / Bar & Grill
  • Ristorante a Mano
  • Samoa Seepferdchen
  • Schwarzreiter Tagesbar & Restaurant
  • Shaky Shake
  • Taverna Limani
  • Tim Raue
  • Weltenbummler

The winner in the category Restaurants: Taverna Limani

About the winner in this category, Shane Forster from Customer Alliance said:

Our winner for the 2018 HSMAI & Customer Alliance Guest Experience Award for Restaurants goes to a modest, mediterranean local from southern Germany.  With a menu centered around fish, wine, generous portions, and maybe the occasional ouzo, this restaurant have demonstrated that fine dining or a Michelin star are needed to deliver an outstanding guest experience.  With a guest satisfaction rating over 94.2%, this restaurant takes the pole position by the smallest of margins.

Our showcased highly recommended: Ristorante a Mano

About the highly recommended in this category, Shane Forster from Customer Alliance said:

Our showcased highly commended Restaurant for 2018, comes from Berlin and is one of the most popular in the city. Delivering a high-level of cuisine for a reasonable price, this restaurant has quickly established itself as a favourite amongst guests for the attention which staff members pay to their guests, which has absolutely shown through the feedback over the past 12 months.  With an 94.0% guest satisfaction rate over the past 12 months, it’s easy to understand why they are ranked as one of the top restaurants on TripAdvisor in Berlin.


By far the most competitive category for the awards, it was truly impressive to see the commitment which many of finalists demonstrated towards the guest experience. The hotel industry is one which has long embraced online reviews, and the need to continue the interaction beyond the guest’s stay, and this absolutely shows with on average, a 25% response rate to online feedback amongst all finalists. So it makes sense for us to leave the most competitive category for last.

To establish the finalist, we evaluated over 35,000 hotels of all sizes throughout Germany. These finalists truly have demonstrated an amazing commitment to the guest experience and to make it to the 10 finalists, is an achievement in itself.

The finalists for 2018:

  • 4-Star Superior Hotel “Bell Rock”
  • 5-Sterne Wellnesshotel JAGDHOF
  • Althoff Seehotel Überfahrt
  • Boutique Hotel i31
  • Excelsior Hotel Ernst Köln
  • Hotel Adlon Kempinski Berlin
  • Kinderhotel Oberjoch
  • Madison Hotel Hamburg
  • Steigenberger Grandhotel Handelshof Leipzig
  • The Charles Hotel

The winner in the category Hotels: Hotel Adlon Kempinski Berlin

About the winner in this category, Shane Forster from Customer Alliance said:

To be expected, this hotel is one of the premiere locations not only here in Berlin, but also in Germany. In one of the most exclusive locations in the city, this hotel has welcomed guests from Presidents to royalty. From rockstars to models. From actors to scholars, and everyone between. With a history dating back to the early 1900s, this hotel has long been known for going well above and beyond for their guests and being the pinnacle for luxury in Germany. With a 94% guest satisfaction score and taking the time to respond to 84% of all reviews from the past 12 months, it’s clear to see why so many prominent guests choose to stay here when in Berlin.

Our showcased highly recommended: Boutique Hotel i31

About the highly recommended in this category, Shane Forster from Customer Alliance said:

The showcased highly commended Hotel for 2018, is again from here in Berlin.  A boutique hotel in Mitte, this property is one of the top hotels on TripAdvisor and offers guests a truly unique stay in the big city – with a large garden to relax, a free minibar and even electrics cars and scooters to rent for free. It’s clear that this attention to detail, whilst thoughtfully going above expectations has truly delivered an exceptional guest experience, resulting in an 92.5% guest satisfaction rate over the past 12 months.

For more information contact:

Shane Forster, Head of Marketing, Customer Alliance

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