Hotel satisfaction reaches record high
The study, now in its 18th year, measures overall guest satisfaction across eight hotel segments: luxury; upper upscale; upscale; midscale full service; midscale; economy/budget; upper extended stay; and extended stay. Seven key factors are examined in each segment to determine overall satisfaction: reservation; check-in/check-out; guest room; food and beverage; hotel services; hotel facilities; and cost and fees.
Overall satisfaction in 2014 averages 784 points on a 1000-point scale, up 27 points from 2012, with significant improvement in all segments except upper extended stay and extended stay, where satisfaction remains stable. The midscale segment posts the largest year-over-year improvement, increasing by 10 points to 801, which is the first time satisfaction in the segment has surpassed 800 points.
The study finds that Gen Y guests (Millennials) are more critical of their hotel stay but, despite popular sentiment, not necessarily less loyal. Among Gen Y guests whose stay at the hotel they evaluated was their first experience with the brand, overall satisfaction is 29 points lower than among those who have a previous experience with the brand they evaluated (758 vs. 787, respectively). ■