Hotel Guest Satisfaction Reaches Seven-Year High Jul 24th 2013, 11:28
Hotel guest satisfaction has reached its highest levels in the past seven years in 2013, according to J.D. Power’s 2013 North American Hotel Satisfaction Index study. North American hotels’ “overall guest satisfaction” in 2013 averages 777 on a 1,000-point scale, an increase of 20 points over 2012 figures. The 2013 average represents the highest satisfaction index score for the hotel industry since J.D. Power launched its study methodology in 2006.
The report finds satisfaction has increased in all seven factors, with the largest increases in reservation, cost and fees, and check-in and check-out. J.D. Power used seven variables to determine overall satisfaction: reservation, check-in and check-out, guest room, food and beverage, services, facilities and cost and fees. The study measures overall guest satisfaction across the luxury, upper upscale, upscale, mid-scale full service, mid-scale, economy and budget, upper extended stay and extended-stay hotel categories.
The study also found overall satisfaction was highest among guests who interact with four or more hotel staff members, excluding the check-in staff. The rating of 856 for 2013 is 79 points above the industry average, according to the report. Satisfaction fell to 724, 53 points below industry average, when guests have no other interactions with staff beyond check-in.
The following hotel brands ranking highest in guest satisfaction in their respective segments were The Ritz-Carlton (luxury), Kimpton Hotels (upper upscale), Hyatt Place (upscale), Holiday Inn (mid-scale full service), Drury Hotels (mid-scale), Microtel Inn & Suites by Wyndham (economy and budget), Homewood Suites (upper extended stay) and TownePlace Suites (extended stay).
The study also found Internet usage among hotel guests increasing. Internet issues were also the number one problem area experienced by guests. Among guests who experienced a problem during their stay, 31 percent had an issue with their Internet connection and/or speed. The study also found overall satisfaction among guests who experienced difficulties connecting to the Internet is 133 points lower than among those who did not have problems, whether Internet access was included in the room rate or not.
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