share
by Michael J. Shapiro | July 20, 2011
Overall satisfaction scores dropped slightly in the 2011 North America Hotel Guest Satisfaction Index Study, released today by J.D. Power and Associates. The average score dropped seven points from last year on the company's 1,000-point scale, with 18 percent of respondents reporting that they experienced a problem during their stay. Despite that overall drop, customer satisfaction with costs and fees actually increased by 20 points over last year, even in the midst of rising room rates. "The bright spot for hotel guests is that costs and fees remain relatively low, so the value received for the price paid is still quite high," said Stuart Greif, vice president and general manager of the global hospitality and travel practice at J.D. Power and Associates. "The bright spot for hoteliers is that there appears to be more upward opportunity on rates." Scores were broken down by hotel segment as well, with the following brands scoring highest: Ritz-Carlton, for luxury; Embassy Suites Hotels, for upper upscale; Hotel Indigo, for upscale; Holiday Inn, for midscale full service; Drury Inn & Suites, for midscale limited service; Microtel Inns & Suites, for economy/budget, and Homewood Suites, for extended stay.