Hyatt Scores In More-Leisure Power Poll
<B> Hyatt Scores In More-Leisure Power Poll</B>
By Lynn Woods
Hyatt received the highest guest satisfaction ratings for upscale hotels in the annual J.D. Power and Associates Domestic Hotel Guest Satisfaction Study released last month. It was followed by Marriott, with Hilton and Wyndham tied for third place. Of the remaining six chains that were rated in the upscale category, Crowne Plaza and DoubleTree also scored above average.
J.D. Power declined to cite the exact scores, nor did it provide information on the chains that scored below average--Adam's Mark, Radisson, Sheraton and Westin.
Courtyard by Marriott received the award for highest guest satisfaction among the midprice hotels with full food service segment. It was followed by Holiday Inn Select, Best Western and Holiday Inn. In the all suite category, Embassy Suites rated highest. Also above-average were Residence Inn and Doubletree Guest Suites.
The 1999 study used a different methodology than the previous two surveys, using results from a much broader segment of travelers to try to reflect the demographics of hotel guests. "Last year virtually everyone was a business traveler," said J.D. Power account manager John Anderson. "This year, 66 percent of guests stayed for leisure, and the average income level was also lower--$56,171 compared with $141,000 last year."
The study also for the first time rated the economy/budget category, midprice hotel chains with limited food service, midprice hotels with full food service and all suite hotels. The average length of stay across all segments was 2.4 nights, and the average rate was $77.
Fairfield Inn by Marriott rated tops in the economy category, followed by Baymont Inn and Suites and Super 8, while Hampton Inn won for midprice hotel chains with limited food service. LaQuinta also rated above average in this category.
Rated below average were Days Inn, Econo Lodge, Motel 6, Red Roof Inn and Travelodge in the new economy segment, and Comfort Inn and Holiday Inn Express in the midprice limited food service category.
Finishing below the industry average in the midprice full food service segment were Howard Johnson, Quality Inn and Ramada, and Comfort Suites in the all suite category.
The single most important factor contributing to guest satisfaction was the guestroom, followed by reservations/ checkin, value for the price paid, check-out, hotel services, such as security and wakeup calls, and food and beverage.
The study revealed that hotel guests traveling for business are most likely to stay at an upscale hotel (36 percent), followed by a midprice hotel with full food and beverage service (27 percent).
In the upscale category, respondents gave the highest scores to food and beverage, singling out food quality, menu selection, comfort and service. However, they gave low marks to the perceived value for the price paid in the hotel restaurant. In fact, dissatisfaction with the overall value of the hotel experience for the price paid was the leading complaint in the upscale category. Guests were most dissatisfied with telephone surcharges and fax rates.
Anderson and Tim Gohmann, senior director of the travel practice at J.D. Power, said that Hyatt received outstanding scores in five of the six factors rated, though they declined to specify which ones. Of the guests surveyed in the upscale category, 52 percent were business travelers, the average length of stay was 2.9 nights and the average household income was $73,000.
Among midprice hotels with full F&B, the guestroom--specifically, the availability of business amenities like fax machine, dataport, a second phone and in-room lighting--generated the highest level of dissatisfaction. Respondents gave the highest ratings in the segment to hotel services, especially the accuracy of wake-up calls.
In this year's study, the price-to-value ratio declined in importance and food and beverage scored three times as important as in last year's survey--probably reflecting the larger sample of leisure travelers.
Because of the different methodology, comparing the results of this year's study with previous surveys is of limited value, noted Gohmann. Some chains were not included in the ratings this year because they did not receive enough of a sample, he said.
The winner in the 1998 study was Renaissance, followed by Westin, Hyatt, and Marriott. In 1997, Westin came in first, followed by Renaissance, Hyatt, Marriott and Omni. Not rated in this year's survey, due to an insufficient sample, was the luxury segment.