JD Power Winners Share Guest Satisfaction Tips

REPORT FROM THE U.S.—Personalized service. Guest-driven design. Product consistency. Which is the most important influencer of guest satisfaction at hotels?
 
It’s all of the above (and more), according to executives at brands recognized as the best of the best in their respective segments by J.D. Power’s guest satisfaction index.
 
To learn their tricks of the trade, Hotel News Now asked each to not only name their key driver of “GuestSat” but also to explain how they push that needle to cultivate loyal and happy guests. 

	Luxury: The Ritz-Carlton   Key GuestSat driver: Service How they push the needle: “Ultimately,  guest satisfaction is driven by the ladies and gentlemen of The Ritz-Carlton worldwide that anticipate, engage and deliver service for our guests every day,” said Herve Humler, COO for The Ritz-Carlton. “Their service creates memories and loyalty that bring guests back again and again to The Ritz-Carlton portfolio of hotel and resorts.”
	Upper upscale: Omni Hotels & Resorts   Key GuestSat driver: Company culture How they push the needle: “That culture of course starts with our ownership, who are very adamant that we are successful in three phases of operations—that is, that we are making decisions in a balanced approach that benefits the guest as well as the associate as well as the owner’s return,” explained Jon Hunter, VP of operations at Omni Hotels & Resorts.    The company encourages associates to leverage “the power of one,” he said.    “Every single guest interaction that our associates have … is an opportunity that an associate (has) to delight a guest and to ultimately deliver a memorable experience for that guest,” Hunter said. “We empower our associates to make decisions that benefit the guest.”    That training is reinforced every 90 days with the brand’s day-long Power of Engagement training program, he added.
	Upscale: Hyatt Place   Key GuestSat driver: Guest-driven design How they push the needle: “Our smartly designed social spaces and guestrooms with separate areas to work and sleep give our multitasking travelers the room they need to spread out, and our A.M. Kitchen Skillet is just the thing to get them going in the morning,” said Steven Dominguez, VP of global brands for Hyatt Place and Hyatt House at parent company Hyatt Hotels Corporation.    “It is these elements and more that contribute to a consistent guest experience across all 220-plus Hyatt Place locations,” he added. “No matter where our guests are traveling, they can expect the same friendly service and convenient 24/7 amenities they’ve come to know and love.”
	Midscale: Wingate by Wyndham   Key GuestSat driver: Value How they push the needle: “Our guests appreciate the fact that when they stay with us, they get everything they need for a great stay without the fear of unexpected nickel and diming. That means fast and reliable Wi-Fi, a great hot breakfast and the ability to print boarding passes and other documents, to name just a few,” said Brian Krause, brand leader and VP of operations for Wingate by Wyndham at parent company Wyndham Hotel Group.    Consistency and the on-property experience also play a big role, he added.    “Wingate by Wyndham is a primarily new-construction brand, which means that the vast majority of our properties are prototypical. This enables us to have exceptional consistency from hotel to hotel and really shape the look and feel of the brand, which customers recognize and respond to,” Krause said.    The on-property experience is overseen by Wingate’s owners and operators, he said. “Wingate by Wyndham is extremely fortunate to have a host of owners and staff that maintain a true sense of pride in the brand and their individual properties, and customers feel this the minute they arrive.”
	Economy/budget: Microtel Inn & Suites by Wyndham (third consecutive year)   Key GuestSat driver: Consistent, quality product How they push the needle: “We’re one of the few brands within the economy segment that develops only through new construction, and doing so has allowed us to create an incredibly strong, uniform guest experience that is easily replicable from hotel to hotel,” said Aly El-Bassuni, brand leader and VP of operations for Microtel Inn & Suites by Wyndham.   The brand recently unveiled its Generation 5 Prototype, which not only features a modern design aesthetic but also is engineered to drive value, he said. They’re also LEED-certifiable.    “It’s a tremendous example of the brand’s forward thinking when it comes to not only development and operational efficiency but also design,” El-Bassuni said.
	Upper extended stay: Homewood Suites by Hilton (third consecutive year)   Key GuestSat driver: Personalized service How they push the needle: “Instead of just giving guests what we think they want, we have invested in the creation of multiple feedback channels so we can meet our customers’ unique and ever-changing needs,” said Bill Duncan, global head of Homewood Suites by Hilton and Home2 Suites by Hilton at parent company Hilton Worldwide Holdings.    As an example, he cited a recent survey that found guests were spending more time out of the room and in public spaces.    “These findings influenced the creation of our Take Flight program, launched in tandem with our 25th anniversary to revitalize older properties and create a more intimate ambience within hotel common areas,” Duncan said. “This involved smaller changes like reconfiguring our lobby, what we call the Lodge, to create defined zones for dining, congregating and working, as well as larger investments including the addition of front porches, outdoor kitchens and seating for our sport courts.”
	Extended stay: Candlewood Suites (second consecutive year)    Key GuestSat driver: Personalized service How they push the needle: “This honor is a direct result of the hard work and commitment from our team members at each Candlewood Suites property across the portfolio,” Robert Radomski, Candlewood’s VP of brand management, said of the J.D. Power nod. “Our team members have daily interactions with all of our extended-stay guests to ensure they have a positive experience and this level of service doesn’t go unnoticed.”   The Candlewood brand requires training of all staff that focuses on four pillars: Be down-to-earth; be considerate; be friendly; and be reliable.   “To reinforce the service training, each hotel team has access to Team Energizers, which are 10-minute activities that the hotel teams are able to execute on a monthly basis focused around the four service behaviors. At the end of each Team Energizer activity, the hotel team recognizes other team members who have demonstrated one of the service behaviors,” said Radomski, who also oversees the Staybridge Suites brand for parent company InterContinental Hotels Group.