Increased Guest Satisfaction Is Driving Franchise Hotel Industry

Nevermind rising room rates and increased occupancy, customer satisfaction in the hotel industry is up, a new study says.

The annual J.D. Power and Associates North America Hotel Guest Satisfaction Index Study measured overall hotel guest satisfaction based on six measures: check-in/check-out, guest room, and hotel services, hotel facilities, and costs and fees. Hotel chains were ranked in six segments: luxury, upscale, mid-scale full service, mid-scale limited service, economy/budget and extended stay.

Consumers appear to appreciate the value of new product and service offerings being introduced by many hotel chains, as increases in overall guest satisfaction are being driven by improvements in the measures of food and beverage, costs and fees (value of services) and hotel services.

"As the industry continues to rebound from the post-9/11 travel slump, hotel chains have benefited from the ability to invest significant funds to renovate guest rooms, enhance room amenities and improve food and offerings," said Linda Hirneise, partner in the global travel and hospitality practice at J.D. Power and Associates. "The key is in adding the kinds of value-added services guests really want."

While many brands push the envelope to introduce new amenities and innovations such as satellite radio or Internet check-in, the study found that brands that improve on offerings in the tried-and-true comforts of home that make for a convenient in-room experience, tend to receive considerable boosts in customer satisfaction scores. Amenities of particular interest to consumers include a complimentary in-room refrigerators and makers, pillow top mattresses and high-speed Internet access.

Omni Hotels is a prime example. The company improved dramatically this year to rank highest in the upscale segment. Omni Hotels is the first upscale hotel brand to offer free wireless Internet access in guest rooms. Three top-ranking Hilton brands all offer free high-speed Internet access: Hilton Garden Inn, which ranks highest in the mid-scale full service segment; Hampton Inn & Suites, which ranks highest among mid-scale limited service hotels; and Homewood Suites by Hilton, which ranks highest in the extended stay segment. In addition, Hampton Inn & Suites and Homewood Suites by Hilton also offer complimentary hot breakfasts.

"With all the costs involved in travel today, guests are looking for a more all-inclusive experience when they book a hotel reservation," said Hirneise. "While there is no replacement for good customer service, consumers want all the comforts of home when they stay at a and they don't want to be nickeled and dimed to get them."

Other brands topping segment rankings include Four Seasons Hotels and Resorts, which ranks highest among luxury hotels for the second consecutive year, and Microtel Inn & Suites, which ranks highest among economy/budget hotels for the fourth consecutive year.

The study also found that 41 percent of respondents booked a hotel reservation online-up from 36 percent in 2004. Hotel brand Web sites continue to earn increased market share of online bookings compared to independent travel Web sites. In most segments, reservations were booked directly through a hotel's site more than twice as often as independent sites. Online bookings were most common in the extended stay segment, where more than one-half (52%) of reservations were booked through the Internet.

The study was based on responses from more than 37,000 guests who stayed in a hotel between December 2004 and May 2005.

Viewer Response:

comments powered by Disqus
ADVERTISE
SPONSORED CONTENT

Hot Opportunities

Hungry Howie's Pizza Franchise Opportunity

Hungry Howie's Pizza
Hungry Howie's is currently EXPANDING! Top Markets are available for...

Add
Kids 'R' Kids Franchise Opportunity

Kids 'R' Kids
Kids 'R' Kids Learning Academies is a pioneer in the early childhood...

Add
Moe's Southwest Grill Franchise Opportunity

Moe's Southwest Grill
At Moe's we're all about celebrating originality. Our guests become food...

Add
AAMCO Transmissions and Total Car Care Franchise Opportunity

AAMCO Transmissions and Total Car Care
AAMCO franchisees benefit from joining a brand that has been in business...

Add
Big O Tires, LLC Franchise Opportunity

Big O Tires, LLC
With more than 50 years in the tire and automotive maintenance industry,...

Add
OXXO Care Cleaners Franchise Opportunity

OXXO Care Cleaners
OXXO Care Cleaners® is one of the fastest growing established 24Hr pick...

Add
Earl of Sandwich Franchise Opportunity

Earl of Sandwich
Earl of Sandwich is a café franchise that was founded in 1762 by John...

Add
Launch Trampoline Park Franchise Opportunity

Launch Trampoline Park
Launch Trampoline Park is an indoor sports and entertainment facility...

Add

Multi-Unit Franchisee Magazine

The only publication dedicated exclusively to the hottest topic in franchising - Multi-Unit and Multi-Brand Franchisees.

A Franchise Update Media Group Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2016. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)