Free Wi-Fi, complimentary breakfast, premium bed linens—these
things that used to be considered perks are now table stakes for hotel guest
satisfaction. That may be why customer satisfaction is reaching a plateau,
according to J.D. Power.
The J.D. Power 2016 North America Hotel Guest Satisfaction
Index Study recorded an overall satisfaction score of 806 on a 1,000-point
scale. Though that's two points higher than last year's score of 804 and the
highest in the study's 20-year history, the year-over-year rise is
significantly lower than in previous years. For instance, last year's score
increased 20 points, and the 2013 score rose seven points from the previous
year.
"Customers have responded well to the enhanced
offerings provided by some hotel brands to create value, but as those perks
become standard, customers are quick to ask, 'What have you done for me
lately?'" J.D. Power global travel
and hospitality practice lead Rick Garlick said in a release of the study.
The study also concluded that while satisfaction is higher
among members of hotel rewards programs than among nonmembers, younger guests
are less likely to be members than older guests. Fifty-six percent of Gen X
guests and 66 percent of Baby Boomer guests belonged to a rewards program,
while only 39 of Gen Y guests did.
The study, based on responses from more than 63,000 guests
in Canada and the United States who stayed at North American hotels between
June 2015 and May 2016, determines satisfaction through seven factors:
reservations, the check-in/check-out process, rooms, food and beverage
services, hotel services, hotel facilities and cost and fees.
Brand Results
In the luxury tier, Marriott International’s Ritz-Carlton earned
the highest satisfaction score of any hotel in the study's history, 892. Four
Seasons Hotels (882) and JW Marriott (874) also earned top scores for the luxury
tier. Grand Hyatt (851) and W Hotels (852) scored lowest in the tier. “Despite
luxury hotels typically being the most expensive, this segment has been able to
show guests that they’re providing additional value, which is clearly
resonating,” said Garlick.
Omni Hotels & Resorts led the upper-upscale tier for the
second consecutive year with a score of 856. Other high rankers included Kimpton
(855) and Hyatt (845). Delta (817) and Sheraton (816) scored the lowest in the segment.
Hilton Garden Inn (844) topped the upscale tier and SpringHill
Suites (843) followed close behind. Aloft Hotels (812) and Four Points by
Sheraton (809) took the bottom slots.
In the upper-midscale segment, Drury Hotels for the second
consecutive year earned the highest score, 871, which is 22 points above any
other brand in the segment. Other high scorers in the tier included Hampton by
Hilton (849) and Fairfield Inn & Suites (834), both mainstays at their
positions for the third and second consecutive year, respectively. Ramada Plaza
(787) and Clarion (784) scored lowest.
Wingate by Wyndham (834) scored highest in the midscale
segment for its second consecutive year, followed by AmericInn (819). The
lowest scorers in the tier were Quality Inn (769) and Ramada (765).
In the upscale extended-stay tier, Hyatt House (856) earned
the highest score among upscale brands after scoring lowest last year, while
last year's top scorer, Homewood Suites by Hilton (843) fell to last place. In
the midscale extended-stay tier, Home2Suites by Hilton (863) scored highest
while Extended Stay America (730) earned the lowest score.
In the economy tier, Microtel Inn & Suites
by Wyndham (779) received the highest score for the fourth consecutive year. Americas
Best Value Inn followed well behind in second with a score of 756. The
lowest-scoring economy brands were Knights Inn (689) and Rodeway Inn (674).