Hotel guests’ overall satisfaction hardly improved in 2016 according to the J.D. Power 2016 North America Hotel Guest Satisfaction Index Study. The 2 point improvement to 806 on a 1,000-point scale is much smaller than in recent years.
The study measures overall guest satisfaction across 8 hotel segments: luxury; upper upscale; upscale; upper midscale; midscale; economy/budget; upper extended stay; and extended stay. Scores are based on 7 key measures in each segment: reservation; check-in/check-out; guest room; food & beverage; hotel services; hotel facilities; and cost & fees.
Interestingly, while satisfaction in most segments has remained flat, the luxury segment has improved by 12 points overall. Much of this improvement is attributed to a 20-point improvement in cost & fees. “Despite being the most expensive, this segment has been able to show guests that they are providing additional value,” says Rick Garlick from J.D. Power.
Key findings include:
* Online/mobile check-in is very unpopular: only 3% of guests use it.
* Guests consider free Wi-Fi, breakfast and parking the most important amenities.
* Among guests who posted something about their stay on social media, 75% are positive and 13% are negative.
The results are based on responses from more than 63,000 guests in Canada and the USA who stayed at a hotel in North America between May 2015 and May 2016.
The following brands rank highest in guest satisfaction within their category:
|Upper Upscale||Omni Hotels & Resorts||856|
|Upscale||Hilton Garden Inn||844|
|Upper Midscale||Drury Hotels||871|
|Midscale||Wingate by Wyndham||834|
|Economy/Budget||Microtel Inn & Suites by Wyndham||779|
|Upper Extended Stay||Hyatt House||856|
|Extended Stay||Home2 Suites by Hilton||863|