Study Shows Hotel Satisfaction Reaches Record High; Gen Y More Critical But Perhaps Not Less Loyal
July 15, 2014 11:15pm
WESTLAKE VILLAGE, Calif., July 16, 2014 -- Hotel guest satisfaction has reached its highest level since J.D. Power revised its methodology in 2006, according to the J.D. Power 2014 North America Hotel Guest Satisfaction Index StudySM released today.
The study, now in its 18th year, measures overall guest satisfaction across eight hotel segments: luxury; upper upscale; upscale; midscale full service; midscale; economy/budget; upper extended stay; and extended stay. Seven key factors are examined in each segment to determine overall satisfaction: reservation; check-in/check-out; guest room; food and beverage; hotel services; hotel facilities; and cost and fees.
Overall satisfaction in 2014 averages 784 points on a 1000-point scale, up 27 points from 2012, with significant improvement in all segments except upper extended stay and extended stay, where satisfaction remains stable. The midscale segment posts the largest year-over-year improvement, increasing by 10 points to 801, which is the first time satisfaction in the segment has surpassed 800 points.
The study finds that Gen Y guests (Millennials) are more critical of their hotel stay but, despite popular sentiment, not necessarily less loyal. Among Gen Y guests whose stay at the hotel they evaluated was their first experience with the brand, overall satisfaction is 29 points lower than among those who have a previous experience with the brand they evaluated (758 vs. 787, respectively).
"By improving the brand experience for first-time Gen Y guests, there is a substantial opportunity for hotels to gain a pool of satisfied, committed guests who will be loyal for years to come," said Rick Garlick, global travel and hospitality practice lead at J.D. Power. "We also find that satisfaction is more than 300 points lower among Gen Y guests who have a low opinion of staff than among Gen Y guests who have a high opinion of the hotel staff, while that difference is much smaller among those in other generation groups. Hoteliers have the opportunity to improve both satisfaction and loyalty rates by simply focusing on improving their staff interactions with Gen Y guests."
Hotel Segment Rankings
The following hotel brands rank highest in guest satisfaction in their respective segments:
Power Circle Ratings Legend:
5 – Among the best
4 – Better than most
3 – About average
2 – The rest
The 2014 North America Hotel Guest Satisfaction Index Study is based on responses gathered between June 2013 and May 2014 from more than 67,000 guests in Canada and the United States who stayed at a hotel in North America between May 2013 and May 2014.
About J.D. Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info
About McGraw Hill Financial www.mhfi.com
 J.D. Power defines Gen Y as those born between 1977 and 1996.
Media Relations Contacts
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