Hilton Passes Marriott in Customer Satisfaction, Hyatt Plunges

asciLogoIn the newest results (First Quarter 2009, released May 19, 2009), The American Customer Satisfaction Index is reporting that Hilton Hotels has passed Marriott Hotels in customer satisfaction.  The ACSI ranks different types of businesses each quarter in customer satisfaction.  This quarter they ranked hotels, airlines, cable television, fast food, and utility companies.  The hotel scores come out once per year.  You can read the full report at their website.

Hilton scored a 79 (a 1 percent increase) while Marriott scored a 77 (a 1 percent decrease).  Hyatt’s scores have plunged 5 percent since last year and now two budget brands (Choice Hotels and Best Western) actually scored higher.  Wyndham scored the worst of any hotel.  Here are the 2009 rankings from best to worst:

  1. Hilton
  2. Marriott
  3. Choice Hotels
  4. Best Western
  5. InterContinental
  6. Hyatt
  7. Starwood
  8. Wyndham

Overall, despite the rough times that hotels have faced in the last year, the average score in the industry remains unchanged.  However, that is mainly due to guest’s satisfaction with the budget hotels.  Both Choice Hotels and Best Western had a 7 percent increase since last year.

Our take:  Guest are certainly demanding more and it shows.  While it is great to see that overall satisfaction is unchanged, it is tough to see that the budget brands are passing the luxury hotels.  Once luxury brands lose guests to budget brands, it is very difficult to get them back.  What do you think?  Is your hotel losing guests to another brand?  Post your comments below!

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