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Hotel satisfaction slips in 2008

Problems with hotel/room maintenance, food and beverage, Internet usage and parking issues top the list of complaints hotel guests had in 2008, according to the J.D. Power and Associates 2008 North America Hotel Guest Satisfaction Index Study. The study found that two-thirds of the hotel segments measured — upscale, mid-scale full service, mid-scale limited service and economy/budget — had a marked decline in overall guest satisfaction, compared with 2007. There was no decline in satisfaction among guests of luxury and extended stay hotels.

“Although the market is softening, hotel chains should realize that now is not the time to ignore facility and room maintenance,” says Linda Hirneise, J.D. Power and Associates’ executive director.

“Guests expect clean surroundings and rooms with everything in working order. Sacrificing maintenance standards in order to save on operating costs could mean also sacrificing the satisfaction of guests. Technology offerings also need to be in top working order to avoid disappointing guests. In addition, while guests who visit luxury hotels tend to be somewhat more immune to price pressures, parking fees are becoming more commonplace and an increasing source of dissatisfaction among these guests, who may be used to complimentary parking.”

The study also identified brands leading each segment in customer satisfaction. They are:

• Luxury: The Ritz-Carlton (second consecutive year)
• Upscale: Embassy Suites Hotels (second consecutive year)
• Mid-scale Full Service: Hyatt Place
• Mid-scale Limited Service: Drury Inn & Suites (third consecutive year)
• Economy/Budget: Microtel Inns & Suites (a record-breaking seventh consecutive year)
• Extended Stay: Homewood Suites (second consecutive year)

The North America Hotel Guest Satisfaction Index Study is in its 12th year. The 2008 study was based on the responses of 53,000 people who stayed in hotels between May 2007 and May 2008.