The J.D. Power and Associates 2010 North America Hotel Guest Satisfaction Index Study indicates that 58% of hotel guests are making their reservations online this year, up 7.4% from 54% in 2009. Guests of extended stay properties are the most likely to book their reservation on the internet, while guests of economy/budget hotels are the least likely.
Overall, hotel guests are more likely to book online using the hotel brand’s website rather than an independent travel website. Guests who book a reservation through a third-party website are twice as likely to report reservation problems as those who book directly through the hotel’s site.
Customer Satisfaction Generally Improves
The study measures overall hotel guest satisfaction across six hotel segments: luxury, upscale, mid-scale full service, mid-scale limited service, economy/budget and extended stay. Seven key measures are examined within each segment to determine overall satisfaction: reservations; check-in/check-out; guest room; food and beverage; hotel services; hotel facilities; and costs and fees.
Each of the six segments has improved in satisfaction in 2010, compared with 2009, with extended stay properties and mid-scale full service hotels demonstrating the greatest gains. Across all segments, satisfaction with the costs and fees, reservations and guest room measures improve most notably.
Top Brands in Each Segment
The following hotel brands rank highest in guest satisfaction within their respective segments:
- Luxury: The Ritz-Carlton
- Upscale: Omni Hotels & Resorts
- Mid-Scale Full Service: Hilton Garden Inn (for a second consecutive year)
- Mid-Scale Limited Service: Drury Inn & Suites (for a fifth consecutive year)
- Economy/Budget: Microtel Inns & Suites (for a ninth consecutive year)
- Extended Stay: Homewood Suites
Wireless Web Top Amenity
The top five “must-have” amenities for hotel guests in 2010 are wireless internet access; complimentary breakfast; bedding and pillow choices, pillow-top mattresses; and free parking. In particular, hotel properties have increased offerings of wireless Internet access during the past several years, with 77% of guests in 2010 indicating they have used Wi-Fi rather than cable Internet connections in their guest room, compared with 55% in 2007.
The offering of complimentary internet access varies by segment, with properties in the luxury and upscale segments being less likely to offer it, compared with mid-scale limited service and extended stay properties.
Guests Become More Health, Eco-Conscious
Survey results indicate that hotel guests are becoming increasingly aware of health and environmental issues. For example:
- The vast majority of hotel guests (87%) indicate they prefer a smoke-free environment.
- Guest awareness of property-initiated “green” programs has increased slightly in 2010, with 68% of guests stating that they are aware of their hotel’s conservation efforts, compared with 66% in 2009.
- Among conservation-aware guests, 73% say they participated in their hotel’s conservation programs.
Compete Shows Less Customer Satisfaction
Recent data from Compete is less optimistic about rising customer satisfaction among hotel guests. In their assessment of “value,” Compete asked survey respondents to consider factors including price and amenities in four major travel categories: cruise, hotel, car rental and flight. Slightly more than 20% of consumers said that both the hotel and cruise categories have improved in value since 2009, with cruise edging out hotel for the top spot.
However, more than three-quarters of respondents who rated each of these categories as getting better said they were getting “slightly” better as opposed to “much” better.
About the Data: The 2010 North America Hotel Guest Satisfaction Index Study is based on responses gathered between June 2009 and June 2010 from more than 53,000 guests who stayed in a hotel between May 2009 and June 2010. J.D. Power & Associates is publisher of all charts, which came from the 2010 North America Hotel Guest Satisfaction Index Study.