Customer satisfaction stays high for American hotels
Friday, August 31, 2018
The latest American Customer Satisfaction Index (ACSI) Travel Report shows that hotel guest satisfaction has remained steady, a year after a 2.7 percent jump in 2017.
Hotels received an overall ACSI score of 76, which is quite a feat for hotel operators who have had a hard time competing with online hospitality brokers like Airbnb. With rent and space sharing options on the rise, hotels are revisiting their customer service and price options.
Furthermore, the solid numbers for hotels come amid a 2.7 percent decrease in airline satisfaction.
Per the ACSI report, among chains, Hilton guests are the most satisfied, followed closely by Marriott, Hyatt, Starwood (owned by Marriott) and InterContinental.
AC Hotels by Marriott topped the chart for its luxury offerings, followed by three Hilton properties: Hilton Garden Inn, Embassy Suites and Hampton by Hilton.
Consumer research firm JD Power conducted another study on guest satisfaction. Marriott’s luxury Ritz-Carlton brand topped the JD Power 2018 North America Hotel Guest Satisfaction Index Studywith a 14-point increase in one year.
Ritz-Carlton landed the highest score in customer satisfaction for the fourth consecutive year. More than anything, the upscale hotel is known for offering genuine care and comfort.
The Ritz’s 2018 satisfaction score is the highest to be received by any brand in one year, and that has pushed up the overall satisfaction rate for the whole segment. The industrywide improvement in guest satisfaction scores saw an eight-point rise in this study.
Each hotel was rated on its facilities and services, guest services, rooms, food and beverage, and costs. A more in-depth look shows that hospitality brands are working hard to ensure customers have a top-notch experience.
In the coming years, we can expect consumer experiences to get even better with hotels looking to exploit big data and learn more about who they serve.
Both studies show that brands that scored high enjoy increased levels of consumer loyalty and advocacy. This stays true for hotels across all price ranges.
Hotels that have tied in authentic local experiences have pushed up their customer satisfaction levels even further.
This spans from food and beverage to a destination feel of the room itself. This is a big hit for the millennial crowd, who care more for these unique experiences than products.
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