Overall hotel guest satisfaction is on the decline in the U.S. and Europe, according to a report from J.D. Power and Associates. In North America, satisfaction has improved in the area of costs and feels, but the drop in overall satisfaction in 2011 reflects that hotel improvement efforts and investments are lagging behind rising customer expectations, says the firm.
“Unlike the airline industry, in which prices were raised aggressively amid limited seat supply and high demand, the hotel industry has enacted more modest price increases and has had spare room capacity,” says Stuart Greif, vice president and general manager of the global hospitality and travel practice at J.D. Power and Associates. “The benefits of higher occupancy have outweighed taking a more aggressive posture on average daily rates, as putting ‘heads in beds’ has taken priority.”
The following hotel brands rank highest in guest satisfaction within their respective segments:
- Luxury: The Ritz-Carlton (for a second consecutive year)
- Upper Upscale: Embassy Suites Hotels
- Upscale: Hotel Indigo
- Mid-Scale Full Service: Holiday Inn
- Mid-Scale Limited Service: Drury Inn & Suites (for a sixth consecutive year)
- Economy/Budget: Microtel Inns & Suites (for a 10th consecutive year)
- Extended Stay: Homewood Suites (for a second consecutive year)
Meanwhile, after several years of improvement, overall satisfaction among hotel guests in Europe has declined notably, with deterioration occurring across all levels of the guest experience. Prior to the economic downturn, hoteliers improved their offerings, increasing satisfaction with the overall guest experience as well as cost and fees satisfaction. Subsequently, during the recession, hotel chains reduced prices to stimulate demand which continued to improve satisfaction with cost and until higher rates began driving satisfaction back down in 2010. Hoteliers also made cutbacks in staffing levels, services and investment in the property to reduce operating costs during this period, which led to the deterioration of satisfaction with the broader guest experience.
According to the survey, increasing the frequency of guest interactions with hotel staff can help elevate satisfaction and loyalty. While nearly all guests interact with hotel staff at check-in, each additional interaction with a different type of staff member (e.g., housekeeper, manager, concierge), increases satisfaction. The report also finds that for the first time, complimentary Internet access has surpassed complimentary breakfast as the most important amenity.
- Upper Upscale: Steigenberger Hotels and Resorts
- Upscale: Hilton Garden Inn
- Midscale: Ramada Hotels
- Economy: Premier Inn
