Hotel guest satisfaction has risen to a record high, while the number of guests experiencing problems during their stay has dropped significantly, according to the just released J.D. Power 2015 North America Hotel Guest Satisfaction Index Study.
The study, now in its 19th year, measures the overall satisfaction of more than 62,000 guests in the United States and Canada across eight hotel segments. Seven key factors are examined in each segment to determine overall satisfaction, which is calculated on a 1,000-point scale.
Overall satisfaction in 2015 reaches an all-time high with a score of 804, up 20 points from 2014. This is the first time satisfaction has surpassed the 800-point mark. The record-high performance is driven by a significant 20% reduction from 2014 in the number of guests who report experiencing a problem during their stay, the lowest incidence since 2006. Staff interactions with guests have a great impact on mitigating problems. There is a 50% reduction in the average number of problems experienced when staff members greet guests with a smile “all the time,” compared to when guests are only greeted with a smile “sometimes.”
Notably, there was a 310-point satisfaction gap between guests who say they “strongly agree” that the hotel staff anticipated their needs and those who “strongly disagree” with this statement (912 verus 602, respectively).
Key findings
Among hotel guests who are “delighted” with their experience (an overall satisfaction rating of 10 on a 10-point scale), 80% say they “definitely will” recommend the brand, compared with only 2% percent of those who are “disappointed” (ratings of 5 or below). Additionally, among hotel guests who are “delighted,” 66% say they “definitely will” stay again, compared with only 4% of those who are “disappointed.”
There is a strong relationship between guests’ perceptions of how well the hotel brand meets their needs and overall satisfaction. Among Scrutinizers—guests who thoroughly research their hotel choice to ensure it meets their specific needs—56% say the hotel brand they selected was “perfect for them.” Satisfaction among Scrutinizers is 898, which is the highest among all guest groups.
In comparison, among Price Buyers—guests who select their hotel based primarily on price—only 15% say the hotel brand they selected was “perfect for them.” Satisfaction among Price Buyers is 740, the lowest among all groups.
Brand rankings
The following hotel brands rank highest in guest satisfaction in their respective segments:
Luxury: The Ritz-Carlton
Upper Upscale: Omni Hotels & Resorts
Upscale: Hyatt Place
Upper Midscale: Drury Hotels (previously ranked highest in the Midscale segment for 9 consecutive years)
Midscale: Wingate by Wyndham
Economy/Budget: Microtel Inn & Suites by Wyndham (for a third consecutive year)
Upper Extended Stay: Homewood Suites by Hilton (for a third consecutive year)
Extended Stay: Candlewood Suites (for a second consecutive year)