JD Power: Hotel Satisfaction Reaches Record High

According to the newest JD Power rankings, hotel guest satisfaction has reached its highest level since 2006.  From the article:

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.

According to JD Power, here are the brands that scored the highest in each category:1 Luxury

  • Luxury: Four Seasons Hotels and Resorts
  • Upper Upscale: Kimpton Hotels (for a second consecutive year)
  • Upscale: Hilton Garden Inn
  • Midscale Full Service: Holiday Inn (for a fourth consecutive year)
  • Midscale: Drury Hotels (for a ninth consecutive year)
  • Economy/Budget: Microtel Inn & Suites by Wyndham (for a second consecutive year)
  • Upper Extended Stay: Homewood Suites by Hilton (for a second consecutive year)
  • Extended Stay: Candlewood Suites

A few other key findings from the study:

  • Hotel brands that are perceived as being exciting and trendsetters receive the highest number of positive recommendations, while those perceived as environmentally careless receive the highest number of negative comments.
  • The proportion of Price Buyers—hotel guests who select their hotel brand primarily based on price—has fallen by a significant 7 percentage points from 2013 (19% vs. 12%, respectively). Price Buyers are among the least satisfied of the guest groups.
  • The proportion of Scrutinizers—those who thoroughly research their hotel choices through online travel review sites and other sources—has increased to 10 percent in 2014 from 7 percent last year. Notably, the Scrutinizer group has the largest number of highly committed guests to a hotel brand.
  • Among all the problems experienced by guests, rooms that are not clean has the greatest negative impact on satisfaction (213 points).
  • Challenges with Internet connectivity remain twice as prevalent as any other guest problem. The negative impact of these problems is relatively consistent regardless of whether Internet access is complimentary or guests have to pay an additional fee for it.

Here is a great video from Rick Garlick, Global Travel & Hospitality Practice Lead with a great summary of the study:

Source:  JD Power 2014 North America Hotel Satisfaction Study

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