JD Power 2022 study: Hotel guests in North America are less happy
(CNN) – After two pandemic years of high satisfaction in hotels – thanks to good value, positive staff experience, confidence in cleanliness and prompt communication – things have fallen apart for hotel guests.
Costs and fees are the biggest issue, according to JD Power’s 2022 North America Hotel Guest Satisfaction Index Study. Prices are high, and many travelers are dissatisfied with the value for their money.
The 2022 satisfaction study, released Wednesday, showed an 8-point dip in total satisfaction, for a total satisfaction score of 822 out of 1,000. That mark in 2020 and 2021 is 830.
While the 8-point dip may not be too big, it is “statistics significant,” according to Andrea Stokes, hospitality practice lead at JD Power. That’s because the study was overwhelming in terms of the number of visitors surveyed-34,407 hotel guests for stays between May 2021 and May 2022.
Satisfaction with hotel costs and fees has dropped 18 points from 2021, Stokes told CNN Travel.
That sinking was unusual, he said.
“We don’t often see double digits because we’re pretty stable usually year to year, but we’re not in normal time. I think we’re still I think seeing the pandemic effects but also, of course, inflation.”
The average daily rate for branded hotels rose 34.8% during the study period, Stokes said.
Balance act for hotel operators
Satisfaction in guest rooms also decreased in 2022-by 10 points-contributing to a decrease in overall satisfaction and a decrease in perception of good value.
“Many hotel owners and operators are using this post-pandemic surge in travel to get back into a stable financial position, but they have been reluctant to invest in upgrades and improvements during the pandemic,” he said. by Stokes in a statement.
“Hotel operators must carefully balance a focus on recovery with higher guest expectations combined with higher room rates.”
Last year, while overall satisfaction was higher, hotel guests were unhappy about the breakfast situation-as many hotel segments that typically offer hot breakfast have reduced or removed that offer due to pandemic.
“But this year, there seems to be a lack of food and beverage because a lot of breakfasts came back … but this year it’s about the cost and the value for money,” Stokes said.
The study examines hotel guest responses to more than 150 questions about their stays and looks at the performance of 101 brands in market segments from luxury to economy.
For the second consecutive year, the Ritz-Carlton brand ranked highest for customer satisfaction in the luxury segment. The Ritz-Carlton Maui, Kapalua, pictured here, recently debuted some fancy updates.
The Ritz-Carlton Maui, Kapalua
The following brands have the highest ranking in visitor satisfaction in their respective segments. Scores are in the range of 1,000.
Luxury: The Ritz-Carlton – 885 (top ranking for second consecutive year)
Upper upscale: Hard Rock Hotels – 883 (top ranking for second consecutive year)
Upscale: Hilton Garden Inn – 868
Upscale extended stay: Hyatt House – 857
Upper midscale: Hotels in Drury – 877 (top ranking for 17th consecutive year)
Upper midscale/midscale extended stay: Sonesta Simply Suites – 852
Midscale: Wingate of Wyndham – 849
Economy: WoodSpring Suites – 798
Top photo: Johannes Kroemer/Image Bank RF/Getty Images