Frontline hotel staff have not had an easy job over the past year. Responsible for enforcing mask mandates, reminding customers which services were temporarily unavailable due to the pandemic, and putting their own health at risk on a daily basis, these workers still managed to keep customers happy. Overall, the hospitality industry maintains a strong overall customer satisfaction score in the JD Power 2021 North American Hotel Guest Satisfaction Index (NAGSI) study. But now that the pandemic is fading, hotel guests have made it clear that they want breakfast and other hotel amenities.
“Frontline staff have been the true heroes of the North American hospitality industry over the past year, managing to navigate a very difficult situation while keeping overall hotel guest satisfaction stable and genuinely improving guest satisfaction with staff interactions, ”said Andrea Stokes, Head of Hospitality Practice. , JD Power. “As we move to a more standardized travel environment, customer expectations are rising rapidly and certain essentials, such as smart TVs, pleasant views and balconies, become increasingly important in maintaining high levels of satisfaction. client. It’s also clear that guests expect breakfast service to resume, especially at limited-service hotels which typically offer a free hot breakfast. “
Key findings from the 2021 study include:
- Hotel staff, flexible cancellation policies save the day in a crisis: Overall hotel guest satisfaction across the study is 830 (on a 1,000 point scale), unchanged from 2020 and 10 points higher than in 2019. The solid This performance is due in large part to the overall experience of the hotel staff, which increases slightly in 2021. Hotel guests were also more satisfied with the value for money, reflecting the reduction in room rates undertaken by many. many hotels to stimulate demand.
- Satisfaction with breakfast decreases: One area that is a major drag on customer satisfaction in the study is breakfast. In all but one hotel segment, customers were particularly dissatisfied with the reduction in variety and quality if breakfast was offered. During the study go live dates, 36% of hotels eliminated buffet service.
- I want my smart TV: During the pandemic, consumers stuck at home increased their subscriptions to a variety of streaming entertainment services. So it’s no surprise that the study shows an increase in demand for smart TVs in hotel rooms. The “needs” of hotels that have grown the most since 2020 are smart TVs (+9 percentage points), balconies / views (+6 percentage points) and healthy living / well-being (+ 5 percentage points).
The following hotel brands rank among the best in terms of guest satisfaction in their respective segments:
- Luxury: The Ritz Carlton
- Top of the line : Hard Rock Hotels
- Top of the line : AC Hotels
- Upper midrange: Drury Hotels (for a 16th consecutive year)
- Midrange : Tru by Hilton (for a second consecutive year)
- Economy: SureStay by Best Western (for a second consecutive year)
The 2021 North America Hotel Guest Satisfaction Index (NAGSI), now in its 25th year, analyzes guest responses to more than 150 questions about stay experiences at branded hotels and compares the performance of 104 brands on six market segments. This year’s study is based on responses from 32,963 hotel guests for stays between May 2020 and June 2021.