Tag Archives: customer satisfaction index

Hotels Continue to Impress in Latest ACSI Surveys. Hilton Still Number 1, Followed by Starwood and Marriott.

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asciLogoThe latest ACSI (The American Customer Satisfaction Index) results are in.  Overall, hotels are really pleasing guests with a 2.7 percent jump from the prior year.  This year’s score was 77, the highest score since the index started back in 1994.  Hilton is on top for the fourth straight year with a score of 80.  Starwood increased 2.6 percent to leapfrog Marriott with a score of 79.  Marriott dropped 1.3 percent and is now in third place.  Here are the complete results:

1.  Hilton, score of 80, no change from last year

2.  Starwood, score of 79, up 2.6

3.  Marriott, score of 79, down 1.3

4.  Hyatt, score of 77, down 2.5

5.  All Others, score of 77, up 4.1

6.  InterContinental, score of 76, down 2.6

7.  Best Western, score of 76, no change

8.  Choice, score of 74, no change

9.  Wyndham, score of 73, up 4.3

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Hilton Passes Marriott in Customer Satisfaction, Hyatt Plunges

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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 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:

  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!