Hotel guest satisfaction rose in 2009 compared with 2008 in most tiers despite cuts in spending and staff, according to the J.D. Power and Associates 2009 North America Hotel Guest Satisfaction Index Study released last month. Drops in average daily rates as the industry switched from a seller's to a buyer's market helped boost scores.
The study, now in its 13th year, is based on responses from more than 66,000 guests who stayed in a hotel between May 2008 and June 2009. Hotels are rated on seven measures: reservations, check-in and checkout, guest rooms, food and beverage service, hotel services, hotel facilities and costs and fees.
Overall satisfaction levels in the upscale, mid-price full-service, mid-price limited-service and economy tiers improved compared with 2009. The luxury tier's satisfaction level was stable, and only the extended stay tier saw a decline in satisfaction. Across all tiers, guests were more satisfied with reservations and check-in processes and less satisfied with the guest rooms.
"The main general drivers continue to be costs and fees and the guest room," said Michael Drago, director of the global hospitality and travel practice at J.D. Power and Associates. "People want to believe they're getting a reasonable rate and have it live up to expectations."
Travelers rated Four Seasons Hotels and Resorts as the top luxury brand, ending a two-year reign by Marriott's Ritz-Carlton brand, which finished second. Four Seasons had the biggest year-over-year jump in guest satisfaction in any tier, Drago said. Lower occupancies might actually have helped the scores, as hotels had more time to devote to individual guests, he said.
Four Seasons scored better in cost satisfaction in the survey despite having a higher self reported average daily rate than Ritz-Carlton, according to Drago.
Hilton's Embassy Suites brand received the highest upscale score for the third year in a row. Other high-performing upscale brands included Wyndham Hotels & Resorts, Omni Hotels, Marriott and Renaissance.
Travelers gave top mid-price full-service marks to Hilton Garden Inn, followed by Hyatt Place, the top brand last year, and Courtyard by Marriott. Drury Inn & Suites topped the mid-price limited-service segment and had the third-highest satisfaction score overall, behind only Four Seasons and Ritz-Carlton, Drago said.
InterContinental Hotels Group's Staybridge Suites was the highest-rated extended stay brand, followed closely by last year's top brand, Hilton's Homewood Suites, and Marriott's Residence Inn. "The extended stay group is the most stable, with the top three brands changing only slightly over the past few years," Drago said.
Wyndham's Microtel Inns & Suites maintained a healthy lead over its economy/budget competition. The brand has topped the tier in J.D. Power's survey for eight consecutive years.
Originally published Aug. 10, 2009