For the fifth year in a row, consumers participating in the J.D. Power hotel satisfaction study ranked Ritz-Carlton as the top luxury brand.
The 2019 North America Hotel Guest Satisfaction Index Study, released Wednesday, measures guest satisfaction with the entire hotel experience, from reservation to check-out, based on a recent guest stay and once again. It analyzes guest responses to more than 150 questions regarding their overall experiences and includes 85 officially ranked brands in six market segments. This year’s study is based on responses from approximately 44,890 guests who stayed at a hotel between June 2018 and May 2019.
Ritz Carlton scored 881 on a 1,000-point scale. In the upper-upscale segment, Hard Rock Hotels ranked the highest in guest satisfaction, with a score of 866. Best Western Premier was named the top upscale brand, scoring 862.
For a 14th consecutive year, Drury Hotels was named best upper midscale. Wingate by Wyndham is the best midscale (for a fifth consecutive year) and Microtel by Wyndham is the favorite economy hotel (for a second consecutive year).
The power of a good night’s sleep
According to the study, quality of sleep is the most important part of a guest's hotel stay, with the potential to drive overall satisfaction and brand loyalty.
“Of all the discrete variables of the hotel guest experience we measure, a better-than-expected night’s sleep is the one with the potential to drive the highest levels of overall guest satisfaction for those hotels that can deliver,” said Jennifer Corwin, Senior Manager of Consumer Insights for Travel & Hospitality Intelligence at J.D. Power.
Overall satisfaction scores increased 114 points when hotel guests experience a better-than-expected quality of sleep, the study said. However, just 29% of hotel guests said they experienced such. Of guests who do experience better-than-expected quality of sleep, 78% say they “definitely will” return to that property and 71% say they “definitely will” return to that brand.
The top contributors to quality of sleep and, therefore, higher satisfaction scores, are comfort of bed; quietness of room; comfort/quality of pillows; room temperature; and comfort/quality of linens. Satisfaction scores for quality of sleep are also higher when hotels offer beyond-the-basics items, such as white noise/sound machines, earplugs, robe/slippers and authentic local decor.