News for the Hospitality Executive
Complete Rankings for Customer Satisfaction Across Six Hotel Segments
Despite Industry Downturn, Satisfaction
With Hotels Increases
According to J.D. Power and Associates
WESTLAKE VILLAGE, Calif., July 28, 2009 - Even though reduced demand has caused hotel properties to slash operating costs and reduce staff, hotel guest satisfaction has improved in 2009, according to the J.D. Power and Associates 2009 North America Hotel Guest Satisfaction Index Study(SM) released today.
Now in its 13th year, the study measures overall hotel guest satisfaction across six hotel segments: luxury,upscale, mid-scale full service, mid-scale limited service, economy/budget and extended stay. Seven key measures are examined within each segment to determine overall satisfaction: reservations; check-in/check-out; guest room; food and beverage; hotel services; hotel facilities; and costs and fees.
Four of the six segments--upscale; mid-scale full service; mid-scale limited service; and economy/budget--have improved in satisfaction in 2009, compared with 2008. Guest satisfaction with luxury hotels has remained stable from 2008, while satisfaction with extended stay properties has deceased slightly. Across all segments, satisfaction with the reservations and check in/check out measures has improved, while satisfaction with guest rooms has declined.
"Many hotel brands have successfully focused on guest satisfaction, despite steep rate discounts, staff declines, reductions in in-room amenities and a halt on renovations," said Michael Drago, director of the global hospitality and travel practice at J.D. Power and Associates. "These hoteliers know that providing extraordinary guest service in a consistent manner, in both good times and bad, is a recipe for continued success."
Hotel guests in 2009 express increased desire for comfort and value-related amenities. For the first time since the inception of the study in 1997, bedding and pillow choices and free parking are among the top five "must-have" amenities for hotel guests. Other most-desired amenities include complimentary breakfast, wireless Internet access and pillow-top mattresses. Within the luxury segment, a high percentage of guests express the desire for in-room high-definition flat-panel TVs.
"Hotel guests want the comforts of home at a competitive rate," said Drago. "They don't want to incur fees for 'extras' such as parking or Internet access. Guests are much more satisfied when their total charge at check-out is in line with what they anticipated when they made their room reservation."
The following hotel brands rank highest in guest satisfaction within their respective segments:
The study finds that hotel companies that maintain brand standards consistently across their portfolio of properties have the ability to substantially increase their satisfaction and loyalty levels.
"The highest-performing hotel brands differentiate themselves by meeting customer expectations consistently, whether it's a guest's first stay with the brand or their fiftieth," said Drago. "By setting and maintaining high brand standards, hotels build a reputation for reliability, which breeds customer loyalty."
The study also includes the following key findings:
5 - Among the best
4 - Better than most
3 - About average
2 - The rest
Overall Satisfaction Index
and Resorts, Park Hyatt Hotels, St. Regis Hotels & Resorts, and Sofitel.
size are: Aloft and Hotel Indigo.
Mid-Scale Full Service Segment
Mid-Scale Limited Service Segment
America's Best Inns & Suites, Budget Host Inn and Country Hearth Inn.
Extended Stay Segment
Hyatt Summerfield Suites, MainStay Suites and Studio 6.
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|Also See:||Top Customer Satisfaction Rankings Reported by J.D. Power - The Ritz-Carlton, Embassy Suites Hotels, Hyatt Place, Drury Inn & Suites, Microtel Inns & Suites and Homewood Suites; Hotel Guests Are Considerably Less Satisfied in 2008 / July 2008|
|Drury Inn, Embassy Suites, Hilton Garden Inn, Homewood Suites, Microtel Inns and The Ritz-Carlton Top J.D. Power and Associates 2007 North America Hotel Guest Satisfaction Study / July 2007|
|Drury Inn & Suites, Four Seasons Hotels and Resorts, Hilton Garden Inn, Microtel Inns & Suites, Omni Hotels and Residence Inn Top Customer Satisfaction Rankings; The J.D. Power and Associates 2006 North America Hotel Guest Satisfaction Index Study / July 2006|
|J.D. Power and Associates Reports: Hotel Guest Satisfaction is Up, Despite Rising Room Rates and Increased Occupancies; Hilton Brands Receive Top Rankings in Three Out of Six Segments / July 2005|
|The 2004 North America Guest Satisfaction Index Study; Enhanced Beds Make Strong Impact on Satisfaction / J.D. Power and Associates / July 2004|