In 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 on 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:
- Hilton
- Marriott
- Choice Hotels
- Best Western
- InterContinental
- Hyatt
- Starwood
- 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!

Four Seasons Hotels & Resorts (12th place), Ritz-Carlton (5th), and JW Marriott (25th) all made the top 25 of BusinessWeek’s annual best companies for customer service. All three hotel brands received an ‘A’ on both Quality of Staff and Efficiency of Service. All three also scored about 50 percent on Definitely Would Recommend Brand. JW Marriott did the best on Will Definitely Repurchase by scoring 48 percent, a tremendous score for a hotel.
Refrigerators in guest rooms are a great idea. Old refrigerators with compressors that cycle on and off all night are not such a great idea. We recently ran into a new refrigerator during a trip to a newly renovated hotel. The great thing about the Suite Fridge is the addition of two new buttons.
Some amenities — such as a bottle of water in the room or a newspaper delivered to the door — are gone. The quality of complimentary food and beverages has diminished in some club rooms or lobbies, or at hotel managers’ guest receptions, they say.