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.

Social Reach:

Viewer Response:

comments powered by Disqus

Hot Opportunities

Pronto Insurance Franchise Opportunity

Pronto Insurance
As a franchise owner with Pronto Insurance, you can capitalize on the...

ProSource Franchise Opportunity

ProSource is America's largest wholesale home improvement franchise; a...

In Home Personal Services Franchise Opportunity

In Home Personal Services
Attitude is everything. When you partner with In Home Personal Services,...

Archadeck Franchise Opportunity

Archadeck is proud to be North America's leading designer and builder of...

Request Information
Image360 Franchise Opportunity

As owner of an Image360 Center offering signage and graphic solutions,...

Thai Express Franchise Opportunity

Thai Express
Thai Express is a new take on traditional Thai Cuisine. Thai Express...

Togo's Eateries, Inc. Franchise Opportunity

Togo's Eateries, Inc.
One of the things that makes Togo’s a great franchising system is the...

The Casual Pint Craft Beer Market Franchise Opportunity

The Casual Pint Craft Beer Market
The Casual Pint's mission is to 'share the craft beer experience in...

Request Information

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 - 2015. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)