Facing similar challenges to that of the domestic airline and auto industries-namely, rising costs and a lack of customers-the hotel industry has also been forced to slash operating costs and reduce staff in hopes of remaining competitive. But even though reduced demand has forced hotel properties to make sweeping changes, hotel guest satisfaction actually improved in 2009, according to a recent J.D. Power and Associates study. How have hoteliers accomplished this feat? By focusing on their customers.

"Many hotel brands have successfully focused on guest satisfaction, despite steep rate discounts, staff declines, reductions in in-room amenities and a halt on renovations," said Michael Drago, director of the global hospitality and travel practice at J.D. Power and Associates. "These hoteliers know that providing extraordinary guest service in a consistent manner, in both good times and bad, is a recipe for continued success."

The 2009 North America Hotel Guest Satisfaction Index Study, now in its 13th year, measures overall hotel guest satisfaction across six hotel segments:

• luxury
• upscale
• mid-scale full service
• mid-scale limited service
• economy/budget
• extended stay

The study reveals that, in spite of the economic challenges, four of the six hotel segments-upscale; mid-scale full service; mid-scale limited service; and economy/budget-have improved in satisfaction in 2009, compared with 2008. Guest satisfaction with luxury hotels has remained stable from 2008, while satisfaction with extended stay properties has deceased slightly. Across all segments, satisfaction with the reservations and check-in/check-out measures has improved, while satisfaction with guest rooms has declined.

To determine overall hotel guest satisfaction, seven key measures were examined within each segment:

• reservations
• check-in/check-out
• guest room
• food and beverage
• hotel services
• hotel facilities
• costs and fees

"Hotel guests want the comforts of home at a competitive rate," said Drago. "They don't want to incur fees for ?extras' such as parking or Internet access. Guests are much more satisfied when their total charge at check-out is in line with what they anticipated when they made their room reservation."