In a recent study by J.D. Power, it was found that despite soaring room rates, higher-end hotels have managed to maintain high guest satisfaction scores. The report revealed that the average daily rate for a U.S. hotel room reached $158.45 in May, just below the all-time high recorded last October. Luxury and upper-upscale brands have been successful in meeting or exceeding guest expectations, leading to steady or improved satisfaction scores. However, affordable properties in the limited-service upper-midscale, midscale, and economy segments have experienced a decline in overall guest satisfaction.
The study also highlighted a shift in travel behavior among North American hotel guests. On average, guests are now taking nine trips per year, down from 10 trips the previous year. Despite taking fewer trips, the average length of stay has increased to 3.43 days from 3.36 days. This change in behavior is attributed to the elevated post-pandemic travel prices. Guests are opting to stay longer at a single destination, emphasizing the importance of factors such as room cleanliness, facility maintenance, and interactions with hotel staff.
When it comes to brands that excelled in guest satisfaction, Marriott’s Luxury Collection ranked highest in the luxury segment. In the upper-upscale category, Margaritaville Hotels & Resorts emerged as the top brand, while Marriott’s Element brand and Hyatt House led in the upscale and upscale extended stay categories, respectively. Additionally, five brands stood out for guest satisfaction across the upper-midscale, midscale, and economy tiers: Drury Hotels in the upper-midscale segment, Home2 Suites by Hilton in the upper-midscale/midscale extended stay category, Tru by Hilton in the midscale category, Microtel by Wyndham in the economy segment, and Choice Hotels’ WoodSpring Suites in the economy extended stay category.
Overall, the North America Hotel Guest Satisfaction Index Study by J.D. Power reveals a dynamic landscape in the hospitality industry. While luxury and upper-upscale hotels continue to impress guests with their service and amenities, affordable properties are facing challenges in maintaining guest satisfaction levels. As travel behavior evolves and pricing fluctuations persist, hotel brands must adapt to meet the changing needs and expectations of guests to remain competitive in the market.
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