JD Power rates the hotels
After two years of declines, hotel guest satisfaction is finally on the rise, reaching its highest levels in the past seven years, finds the new J.D. Power 2013 North America Hotel Guest Satisfaction Index Study.
Topping the list of hotels with satisfied customers is The Ritz-Carlton in the luxury category, for a fourth consecutive year, Kimpton in upper upscale, and Hyatt Place in the upscale.
Underscoring the importance of the human element in the travel industry, the study seems to indicate that the number of interactions guests have with hotel staff has a significant impact on satisfaction.
Overall satisfaction is highest among guests who interact with four or more staff members, excluding check-in staff, at 856 out of a possible 1,000 points, 79 points higher than industry average.
Satisfaction drops to 724 when guests only interact with staff at check-in–53 points below industry average.
"Hotels should never underestimate the power of the human element," says Ramez Faza, senior manager of the global travel and hospitality practice at J.D. Power. "Whether it’s assisting a guest with a special request or a friendly greeting from staff members in the hallway, the people aspect plays a key role in guest satisfaction and loyalty."
The study, now in its 17th year, measures overall guest satisfaction with seven key factors: reservation; check-in/check-out; guest room; food and beverage; hotel services; hotel facilities; and cost and fees.
Satisfaction has increased in all seven factors, with the largest increases in reservation, cost and fees, and check-in/check-out.
The hotel brands ranked highest in guest satisfaction were:
— Luxury: The Ritz-Carlton
— Upper Upscale: Kimpton Hotels
— Upscale: Hyatt Place
— Midscale Full Service: Holiday Inn (for a third consecutive year)
— Midscale: Drury Hotels (for an eighth consecutive year)
— Economy/Budget: Microtel Inn & Suites by Wyndham
— Upper Extended Stay: Homewood Suites
— Extended Stay: TownePlace Suites
Internet usage is the top problem experienced by guests. Among guests who experienced a problem during their hotel stay, 31% had an issue with their Internet service in terms of connection and/or speed.
Overall satisfaction among guests who experienced difficulties connecting to the Internet is 133 points lower than among those who did not have problems.
Among the most satisfied guests overall are the 7% categorized in the study as scrutinizers, those who use online hotel review sites as the basis for their booking, at 114 points above industry average.
By Cheryl Rosen
Cheryl
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