Cleanliness and Communication Continue to Drive Hotel Guest Satisfaction, J.D. Power Finds

USA, Troy, Michigan. July 23, 2020

A year ago, hotel summer marketing and advertising efforts were in full swing with images of epic pools, zen-like spas and cozy bed linens. Today, hotel ads are filled with images of electrostatic sprayers, updates on new cleaning protocols and offers for free last-minute cancellations. These are smart moves, according to the J.D. Power 2020 North America Hotel Guest Satisfaction Index (NAGSI) Study,SM released today, which finds that meeting guest expectations for cleanliness and proactively communicating with guests prior to arrival continue to be critical drivers of guest satisfaction.

"While the COVID-19 pandemic has certainly amplified the importance of hotel cleanliness, it has historically been an important focal point for hotel guests," said Andrea Stokes, hospitality practice lead at J.D. Power. "In fact, satisfaction with guest room cleanliness has been climbing steadily for many years, as most hotels already adhered to very high housekeeping standards. The other critical variable for the industry right now is proactive communication with guests-both about the specific steps hotels are taking to protect guests and about any service and amenity limitations due to COVID-19. As we continue to take the pulse of travelers during the pandemic, the ability of hotels to clearly manage guest expectations, both pre-stay and at the property, will be key to maintaining high satisfaction during this difficult period."

Following are some key findings of the 2020 study:

  • Guest room cleanliness scores reach record high: Guest satisfaction with the cleanliness of their room increases for a fifth consecutive year, reaching an all-time high rating of 8.53 (on a 10-point scale) in 2020. Room cleanliness is a key driver of satisfaction, as the overall satisfaction score among guests who say they are "delighted" (rating of 10 points) with the cleanliness of the guest room averages 942 (on a 1,000-point scale) vs. an overall satisfaction score of 829 among those who are merely "pleased" (rating of 8-9) with the cleanliness of their guest room.
  • Pre-stay communications create essential opportunity to build trust: Overall satisfaction scores fall 66 points, on average, when no pre-stay communications are received. Based on a separate J.D. Power pulse survey conducted April 17-19 of this year, hotel efforts to inform travelers about their specific cleaning and sanitization protocols are among the most important actions hotels can take to make travelers feel comfortable.
  • Need to be up front about limitations: Many hotels across North America are still operating under capacity restrictions and limitations regarding dining areas/restaurants, public pools, fitness centers and spas. It is essential that hotels use pre-stay communications to address any limited services and amenities as well as guest safety requirements. Based on J.D. Power data collected since the beginning of the pandemic, hotel guests understand the challenges faced by the industry and value direct, honest communication now more than ever before.

Study Rankings

The following hotel brands rank highest in guest satisfaction in their respective segment:Luxury: The Luxury CollectionUpper Upscale: Wyndham Grand HotelsUpscale: Hyatt HouseUpper Midscale: Drury Hotels (for a 15th consecutive year)Midscale: Tru by HiltonEconomy: SureStay Hotel by Best Western

The 2020 North America Hotel Guest Satisfaction Index (NAGSI) Study, now in its 24th year, analyzes guest responses to more than 150 questions regarding hotel stay experiences and benchmarks the performance of 102 brands across six market segments. This year's study is based on responses from 37,843 hotel guests for stays between May 2019 and March 2020.


Tags: Hotels, Hospitality, COVID, Travel, The Luxury Collection, Wyndham Grand Hotels, Hyatt House, Drury Hotels, Tru by Hilton, SureStay Hotel by Best Western

About J.D. Power

Media Contact:

Andrea Stokes
Hospitality Practice Lead
J.D. Power
T: 301-529-3368
E: [email protected]
W: http://www.jdpower.com

Subscribe to our newsletter
for more Hotel Newswire articles

Related News

Choose a Social Network!

The social network you are looking for is not available.

Close
Coming up in November 2021...

Architecture & Design: Wellness is Key


Like every other facet of hotel operations, architecture and design firms are adapting their work to ensure the safety and well-being of both guests and staff. New ways to bring Wellness into hotel spaces are being explored and these solutions are taking on many forms. Hotel designs are incorporating more open floor plans, open air spaces, high ceilings, outdoor areas and operable walls into their spaces. Guests no longer want to be packed into tight areas. More "biophilic" elements are also being incorporated, offering guests the sense of being outdoors. Another trend is the reimagining of guest rooms to support remote work capabilities. Some hotels are converting empty guest rooms into office spaces, complete with effective lighting and suitable backgrounds for video conferencing. Dedicated Zoom Rooms are also becoming increasingly popular. The main goal is to provide guests with a positive experience in a space that feels safe and comfortable. These are some of the architecture and design subjects that will be covered in the November issue of the Hotel Business Review.