The latest survey results from the JD Power 2023 North American Hotel Guest Satisfaction Index Study show the hotel industry has achieved a hiring surge in the past 12 months, resulting in improved customer service.
Staff service has garnered the highest level of guest satisfaction among all guest satisfaction among all guest experience factors measured by J.D. Power.
Overall guest satisfaction is based on performance in six factors, including communications and connectivity, food and beverage, guest room, hotel facility, staff service and value for price. A total of 102 hotel brands across nine market segments and 33,754 guests were surveyed between May 2022 and May 2023.
Satisfaction with hotel staff notched at 701 on a 1,000-point scale. This is the single highest-scoring category in this year's survey. A total of 86% of hotel guests say they didn't experience any problems during their stay.
“Hotel hiring continues to increase, and leisure and hospitality is the ‘rock star’ among industries reported in monthly U.S. Bureau of Labor Statistics employment figures,” Andrea Stokes, hospitality practice lead at J.D. Power, said in a news release. “This boost in hotel staffing is showing up in the form of high customer satisfaction scores. Staff service is now the highest-scoring factor in this study across all hotel segments from economy to luxury, underscoring the critical role that front-line staff play in defining the guest experience.”
Guests also expressed that hotel lobby and common area experiences have improved, though that varies by segment.
"Among luxury hotel guests, for example, it is important to have a lobby that is modern and unique. In upscale hotels, particularly upscale extended-stay hotels, guests are looking for a lobby that is welcoming and inviting," the release states.
Hotel brands that achieved the highest rank in guest satisfaction in their respective segments include Waldorf Astoria for luxury, Hard Rock Hotels and Margaritaville Hotels & Resorts for upper-upscale, Cambria Hotels & Suites for upscale, Hyatt House for upscale extended-stay, Trademark Collection by Wyndham for upper-midscale, Home2 Suites by Hilton for upper-midscale/midscale extended-stay, Tru by Hilton for midscale, Americas Best Value Inn and Microtel by Wyndham for economy, and WoodSpring Suites for economy extended-stay.