Customer satisfaction in hotels dips

Anbang is selling 15 of its 18 owned hotels, and developer Charles Everhardt & Lockwood Development Partners—as well as group of hotel franchisees—is considering acquiring them.
JW Marriott led the way among hotel brands with an ASCI score of 84. Photo credit: Marriott International

Guest satisfaction in hotels dipped 1.3 percent in the past year, according to the "American Customer Satisfaction Index Travel Report 2018-2019." Marriott International and Hilton led the category, with their brands JW Marriott, Embassy Suites by Hilton, Fairfield Inn & Suites by Marriott and Hilton Garden Inn taking the top four spots.

The report gave companies and brands within the travel and hospitality industry a score on a scale of 0 to 100. Hotels overall came in at 75, with Hilton and Marriott tying at 80. JW Marriott received the highest score, 84, followed by Embassy Suites and Fairfield Inn & Suites at 83 and Hilton Garden Inn at 82. Marriott Hotels, IHG’s Crowne Plaza Hotels & Resorts, Courtyard by Marriott and Best Western Hotels & Resorts' Best Western Premier brand tied at 81. Economy brands Days Inn (Wyndham Hotels & Resorts), Econo Lodge (Choice Hotels International), Super 8 (Wyndham) and Motel 6 (G6 Hospitality) ranked at the bottom with scores of 68, 67, 65 and 63, respectively.

Related story: Report: Satisfaction a weak spot for travel industry apps

The report also measured satisfaction with specific aspects of the hotel experience. These scores were all down from the previous year. Making a reservation and checking in both scored an 84, staff courtesy and helpfulness received an 82, room quality came in at 81 and call center satisfaction fell 6 percent, the biggest drop, to 78.

FREE DAILY NEWSLETTER

Like this story? Subscribe to Operations!

Hospitality professionals turn to Operations as their go-to source for breaking news on guest rooms, food & beverage, hospitality trends, management, and more. Sign up today to get news and updates delivered to your inbox daily and read on the go.

For comparison, the same report gave airlines a 74, travel websites a 79 and TripAdvisor an 82. The report was based on interviews with 12,873 customers, who were chosen at random and contacted via email between April 2018 and March 2019.

Suggested Articles

The latest report from STR shows negative year-over-year results in the three key performance metrics during the week of July 7-13.

Ritesh Agarwal, the company's 25-year-old founder and CEO, has signed a $2 billion primary and secondary management investment round.

By year's end, the Turkish hotel company will have five properties along the Red Sea and Mediterranean.