Drury Inn & Suites, Embassy Suites Hotels, Four Seasons Hotels and Resorts, Hilton Garden Inn, Microtel Inns & Suites and Staybridge Suites Rank Highest in Customer Satisfaction
Even though reduced demand has caused hotel properties to slash operating costs and reduce staff, hotel guest satisfaction has improved in 2009, according to the J.D. Power and Associates 2009 North America Hotel Guest Satisfaction Index Study(SM) released today.
Now in its 13th year, 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.
Four of the six segments--upscale; mid-scale full service; mid-scale limited service; and economy/budget--have improved in satisfaction in 2009, compared with 2008. Guest satisfaction with luxury hotels has remained stable from 2008, while satisfaction with extended stay properties has deceased slightly. Across all segments, satisfaction with the reservations and check in/check out measures has improved, while satisfaction with guest rooms has declined.
"Many hotel brands have successfully focused on guest satisfaction, despite steep rate discounts, staff declines, reductions in in-room amenities and a halt on renovations," said Michael Drago, director of the global hospitality and travel practice at J.D. Power and Associates. "These hoteliers know that providing extraordinary guest service in a consistent manner, in both good times and bad, is a recipe for continued success."
Hotel guests in 2009 express increased desire for comfort and value-related amenities. For the first time since the inception of the study in 1997, bedding and pillow choices and free parking are among the top five "must-have" amenities for hotel guests. Other most-desired amenities include complimentary breakfast, wireless Internet access and pillow-top mattresses. Within the luxury segment, a high percentage of guests express the desire for in-room high-definition flat-panel TVs.
"Hotel guests want the comforts of home at a competitive rate," said Drago. "They don't want to incur fees for 'extras' such as parking or Internet access. Guests are much more satisfied when their total charge at check-out is in line with what they anticipated when they made their room reservation."
The following hotel brands rank highest in guest satisfaction within their respective segments:
• Luxury: Four Seasons Hotels and Resorts
• Upscale: Embassy Suites Hotels (for a third consecutive year)
• Mid-Scale Full Service: Hilton Garden Inn
• Mid-Scale Limited Service: Drury Inn & Suites (for a fourth consecutive year)
• Economy/Budget: Microtel Inns & Suites (for an eighth consecutive year)
• Extended Stay: Staybridge Suites
"Microtel Inns & Suites, which ranks highest for an unprecedented eighth consecutive year, is owned by Wyndham Worldwide--a hotel group that has improved substantially from 2008," said Drago. "InterContinental Hotels Group, which owns Staybridge Suites--the highest-ranked property in the extended stay segment--also improves considerably in 2009 from 2008. Each of these hotel groups owns a wide array of hotel brands in various segments, so their improvement is particularly impressive."
The study finds that hotel companies that maintain brand standards consistently across their portfolio of properties have the ability to substantially increase their satisfaction and loyalty levels.
"The highest-performing hotel brands differentiate themselves by meeting customer expectations consistently, whether it's a guest's first stay with the brand or their fiftieth," said Drago. "By setting and maintaining high brand standards, hotels build a reputation for reliability, which breeds customer loyalty."
The study also includes the following key findings:
• Guest awareness of property-initiated "green" programs has increased significantly in 2009, with 66 percent of guests stating that they were aware of their hotel's conservation efforts, compared with 57 percent in 2008. Among these guests, 72 percent say they participated in their hotel's conservation programs.
• Awareness of "green" programs has a strong impact on overall hotel guest satisfaction. On average, satisfaction is more than 160 points higher among guests who report being aware of their hotel's green programs, compared with guests who are unaware of them.
• The proportion of hotel guests making reservations online has decreased slightly in 2009, to 54 percent from 57 percent in 2008.
The 2009 North America Hotel Guest Satisfaction Index Study is based on responses gathered between June 2008 and June 2009 from more than 66,000 guests who stayed in a hotel between May 2008 and June 2009.
Luxury Segment Overall Satisfaction Index J.D. Power.com Power
Circle Ratings
(Based on a 1,000-point scale) For Consumers
Four Seasons Hotels and
Resorts 863 5
The Ritz-Carlton 853 5
Fairmont Hotels & Resorts 826 3
JW Marriott 814 3
Luxury Segment Average 814 3
Loews Hotels 811 3
InterContinental Hotels &
Resorts 795 3
W Hotels 793 3
Millennium Hotels and Resorts 701 2
Included in the study but not ranked due to small sample size are: Le
Meridien Hotels and Resorts, Park Hyatt Hotels, St. Regis Hotels &
Resorts, and Sofitel.
Upscale Segment Overall Satisfaction Index J.D. Power.com Power
Circle Ratings
(Based on a 1,000-point scale) For Consumers
Embassy Suites Hotels 809 5
Wyndham Hotels & Resorts 796 4
Omni Hotels 795 4
Marriott Hotels & Resorts 792 4
Renaissance Hotels & Resorts 792 4
Westin Hotels & Resorts 786 3
Upscale Segment Average 783 3
Hilton Hotels 781 3
Hyatt Hotels & Resorts 776 3
Doubletree 771 2
Crowne Plaza Hotels & Resorts 763 2
Sheraton Hotels & Resorts 763 2
Radisson Hotels & Resorts 757 2
Delta Hotels 749 2
Included in the study but not ranked due to small sample size are: Aloft
and Hotel Indigo.
Mid-Scale Full Service Segment
Overall Satisfaction Index J.D. Power.com Power
Circle Ratings
(Based on a 1,000-point scale) For Consumers
Hilton Garden Inn 801 5
Hyatt Place 790 5
Courtyard 787 4
Four Points by Sheraton 744 3
Mid-Scale Full Service
Segment Average 744 3
Wyndham Garden Hotels 743 3
Holiday Inn 739 3
Best Western 732 3
Clarion 711 2
Ramada Inn/Plaza 709 2
Quality 699 2
Howard Johnson Hotels/Plaza 681 2
Included in the study but not ranked due to small sample size is Novotel.
Mid-Scale Limited Service Segment
Overall Satisfaction Index J.D. Power.com Power
Circle Ratings
(Based on a 1,000-point scale) For Consumers
Drury Inn & Suites 828 5
SpringHill Suites 806 4
Hampton Inn/Suites 804 4
Wingate by Wyndham 799 4
Fairfield Inn 779 3
Country Inns & Suites 770 3
Holiday Inn Express 770 3
Mid-Scale Limited Service
Segment Average 767 3
Comfort Suites 759 3
AmericInn 751 3
Sleep Inn 746 3
La Quinta 741 3
Comfort Inn 723 2
Baymont Inn & Suites 711 2
Ramada Limited 689 2
Economy/Budget Segment
Overall Satisfaction Index J.D. Power.com Power
Circle Ratings
(Based on a 1,000-point scale) For Consumers
Microtel Inns & Suites 719 5
Red Roof Inn 679 4
Days Inn 675 4
Super 8 Motel 673 3
Howard Johnson Express/Inns 661 3
Economy/Budget Segment
Average 661 3
Travelodge 656 3
Motel 6 642 3
Econo Lodge 630 2
Americas Best Value Inn 625 2
Rodeway Inn 621 2
Knights Inn 591 2
Included in the study but not ranked due to small sample size are:
America's Best Inns & Suites, Budget Host Inn and Country Hearth Inn.
Extended Stay Segment
Overall Satisfaction Index J.D. Power.com Power
Circle Ratings
(Based on a 1,000-point scale) For Consumers
Staybridge Suites 817 5
Homewood Suites 815 5
Residence Inn 812 5
Candlewood Suites 790 3
Extended Stay Segment
Average 779 3
TownePlace Suites 775 3
Hawthorn Suites 752 3
Homestead Studio Suites
Hotels 679 2
Extended StayAmerica 675 2
Included in the study but not ranked due to small sample size are: Hyatt
Summerfield Suites, MainStay Suites and Studio 6.
Power Circle Ratings Legend:
5 - Among the best
4 - Better than most
3 - About average
2 - The rest
