The AAHOA Broadcast

J.D. Power: Overall Hotel Guest Satisfaction Declines

| Jul 19, 2022

The hospitality industry has experienced a strong summer. AAA predicted 39.2 million people hit the roads or took a flight for Memorial Day weekend, and 47.9 million people traveled 50 miles or more from home over the Fourth of July holiday. With so many travelers back on the road and in the air, hotel occupancy rates are on track to approach pre-pandemic levels, creating new opportunities for hotel owners to welcome more guests and bounce back from the pandemic. But, we know that an increase in hotel demands must be met with quality amenities and services. According to the J.D. Power 2022 North America Hotel Guest Satisfaction Index (NAGSI) Study, the overall hotel guest satisfaction declined 8 points (on a 1,000-point scale) from 2021, driven primarily by dissatisfaction with cost, fees, and poor quality guestrooms. 

“The phenomenon we’re seeing this year tracks closely with the rise in average daily room rates since late 2021, putting hotel property owners squarely in recovery mode,” said Andrea Stokes, hospitality practice lead at J.D. Power. “During the fielding period of the study—June 2021 through May 2022—the average daily rate for branded hotels has risen 34.8 percent. Many hotel owners and operators are using this post-pandemic surge in travel to get back on a steady financial footing, yet they held back on investing in upgrades and improvements during the pandemic. Hotel operators must carefully balance a focus on recovery with the heightened guest expectations that come with higher room rates.”

Here are additional findings of the 2022 study:

  • Hotel pricing is up, but many travelers do not perceive good value for money. 

  • Satisfaction with guestrooms decreases.

  • More guests are paying for internet access.  

  • Fewer staff interactions.

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