An influx of staff delivering exceptional customer service is driving a rise in hotel guest satisfaction as travel returns to pre-pandemic levels, according to J.D. Power's annual North America Hotel Guest Satisfaction Index (NAGSI) Study.
Redesigned for 2023, the study measures overall customer satisfaction based on performance across six factors, including communications and connectivity; food and beverage; guest room; hotel facility; staff service and value for price.
The study, now in its 27th year, compared as many as 102 brands across nine market segments based on responses from as many as 33,754 hotel guests checking in between May 2022 and May 2023.
Overall satisfaction with hotel staff reached 701 on a 1,000-point scale, making it the single highest-scoring factor in this year's study. A whopping 86 percent of hotel guests indicated that they experienced no problems during their stay, reflecting well on staff and their ability to problem solve.
"Hotel hiring continues to increase, and leisure and hospitality is the ‘rock star’ among industries reported in monthly U.S. Bureau of Labor Statistics employment figures," Andrea Stokes, hospitality practice lead at J.D. Power, said in a statement.
"This boost in hotel staffing is showing up in the form of high customer satisfaction scores. Staff service is now the highest-scoring factor in this study across all hotel segments from economy to luxury, underscoring the critical role that frontline staff play in defining the guest experience," Stokes added.
Patio area at the Cambria Hotel Sonoma Wine Country. (Photo Credit: Choice Hotels)
The hotel lobby and common area experience as well as value are also critical to guest satisfaction, the study shows. Luxury hotel guests want a modern and unique lobby while upscale extended-stay hotel guests are often seeking a lobby that is welcoming and inviting.
Meanwhile, value for the price paid given the quality and service received is still top of mind for hotel guests, J.D. Power discovered. Overall satisfaction among guests who rate the value for the price paid of their guest room as excellent or perfect (on a scale of poor to perfect) is 302 points higher than among guests who do not.
When it comes to the brands best at pleasing guests, Waldorf Astoria (788) conquers the luxury segment while Hard Rock Hotels (723) won the upper upscale category for a third consecutive year, tying Margaritaville Hotels & Resorts (723).
Cambria Hotels & Suites (738) is the leading upscale brand, Hyatt House (729) tops the upscale extended stay segment for a second consecutive year and the Trademark Collection by Wyndham (762) was recognized as the most satisfying upper midscale brand in 2023.
Hotel giant Hilton also picked up big wins in terms of upper midscale/midscale extended stay with Home2 Suites by Hilton (681) leading the segment and Tru by Hilton (708) setting the bar for midscale brands.
Americas Best Value Inn (637) and Microtel by Wyndham (637) tied for the most satisfying economy brands this year. Finally, WoodSpring Suites (609) leads the way in the economy extended stay segment.
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