JD Power: Following Two Years of Declines, Hotel Guest Satisfaction Increases to a Seven-Year High

JD Power LogoThe new JD Power 2013 North America Hotel Guest Satisfaction Index Study has just been released.  After two years of declines, hotel guest satisfaction increases to a seven-year high.  From the press release:

Overall guest satisfaction averages 777 on a 1,000-point scale, up 20 points from 2012. This marks the highest satisfaction index score for the hotel industry since the introduction of the current study methodology in 2006. Satisfaction has increased in all seven factors, with the largest increases in reservation, cost and fees, and check-in/check-out.  

“The fact that guest satisfaction has turned a corner is great news for an industry that has struggled to sufficiently meet guest expectations in the past few years,” said Rick Garlick, global travel and hospitality practice lead at J.D. Power. “Many hotel chains are finally benefitting from the long-term investments they have been making to improve their properties in terms of staffing, rooms and facilities. Furthermore, cost and fees satisfaction has increased while the factor has simultaneously declined in relative importance to overall satisfaction across all segments, indicating reduced price sensitivity among guests. These are all positive changes for the industry.”

Once again, The Ritz-Carlton claimed the top spot for the luxury brands.  Here are the top-ranking hotels by division:

Hotel Guest Satisfaction Posts a Huge Decline in JD Power 2012 North America Hotel Guest Satisfaction Index Survey

Overall guest satisfaction has declined to 757 (out of 1000) in the most recent JD Power Hotel Guest Satisfaction rankings, a drop of 7 points since last year.  A decline is to be somewhat expected as hotels continue to post higher and higher average room rates.  However, the JW Power survey really shows some key areas of struggle.  From the press release:

“However, guest satisfaction with the underlying experience has deteriorated much more than this score suggests, as relatively high levels of satisfaction with cost and fees mask declines in other areas of the guest experience. Satisfaction with check-in/check-out; food and beverage; hotel services; and hotel facilities are at new lows since the 2006 study and satisfaction with guest room has declined within one point of its lowest level in the past seven years.”

The problems are much more than high rates and poor internet.  Surprisingly, only 56 percent of hotel guests have a high opinion of the staff.  From the press release:

Continue reading