You’ve checked into your hotel for the night after a grueling trip. It’s well after midnight, unsupervised teenagers are tromping up and down the hall yelling Dude!, the room smells faintly of Marlboro Reds, there’s someone else’s hair sticking to the wash basin in the bathroom, and when you call the front desk to complain about the racket in the hallway, the night clerk grumbles something about “looking into it.” According to the J.D. Power and Associates 2007 North America Hotel Guest Satisfaction Index StudySM (GSI), you have experienced four of the five most significant problems experienced by people who stay overnight in a hotel. If the elevator was broken, ding! ding! ding!, that’s all five.
The 2007 GSI Study measures overall hotel guest satisfaction across six hotel segments:
- Luxury
- Upscale
- Mid-scale full service
- Mid-scale limited service
- Economy/budget
- Extended stay
Seven key measures are examined within each segment to determine overall satisfaction:
- Reservations
- Check-in/check-out
- Guest room
- Food and beverage
- Hotel services
- Hotel facilities
- Costs and fees
This year, more than 47,000 people responded to the survey, and below we profile the hotel chains that ranked highest within each segment, according to their guests.
Luxury Hotels
Among luxury hotels, The Ritz-Carlton received the top ranking in this year’s GSI Study, recapturing a position it last held in 2003. Survey respondents reported that The Ritz-Carlton performed well in all seven of the key measures of the study, resulting in a solid No. 1 ranking. Following The Ritz-Carlton in the luxury hotel rankings were JW Marriott in the No. 2 position and Four Seasons Hotels and Resorts in the No. 3 position.
Upscale Hotels
Embassy Suites Hotels is the top-rated upscale hotel, according to consumers responding to the 2007 GSI Study, a position the company last held in 2003. Guests said that Embassy Suites Hotels did a particularly good job in the areas of check-in/check-out, food and beverage, and costs and fees. Running close behind were Renaissance Hotels & Resorts in the No. 2 position, and Marriott Hotels & Resorts in the No. 3 slot. Guests praised Renaissance Hotels & Resorts for its guest rooms and hotel facilities, while Marriott Hotels & Resorts performed well across all measures.
Mid-scale Full Service Hotels
For the sixth year in a row, Hilton Garden Inn was the top-rated Mid-scale Full Service Hotel by consumers. According to the 2007 GSI Study, guests said the Hilton Garden Inn performed well in each evaluation measure, placing the company firmly in the No. 1 position within the segment. According to guests, Courtyard by Marriott captured the No. 2 slot and Four Points by Sheraton received the No. 3 ranking in the study. Notably, this trio has occupied the top three rank positions in the Mid-scale Full Service Hotel segment for three years running.
Mid-scale Limited Service Hotels
Guests staying at the Drury Inn and Suites have rated it highest in the Mid-scale Limited Service Hotels segment for the second year in a row, saying they are pleased with the company in terms of reservations, food and beverage, hotel services, hotel facilities, and costs and fees. Hampton Inn and Suites was the No. 2-ranked hotel in the 2007 GSI Study, with survey respondents indicating satisfaction with check-in/check-out and guest rooms. SpringHill Suites landed in the No. 3 slot as rated by guests, performing evenly across all evaluation measures.
Economy/Budget Hotels
In the 2007 GSI Study, Microtel Inns & Suites is ranked No. 1 in the Economy/Budget Hotels segment, based on ratings by its guests, for the sixth straight year. People who stayed at a Microtel Inn & Suites indicated that the company could improve performance in the area of food and beverage, but otherwise reported satisfaction across all evaluation parameters. Red Roof Inn (pictured) slipped a bit in 2007 but retained its No. 2 ranking, while Super 8 Motel was ranked No. 3 among Economy/Budget Hotels.
Extended Stay Hotels
Last year, Residence Inn overtook Homewood Suites for the No. 1-ranked Extended Stay Hotel, but in the 2007 GSI Study Homewood Suites has regained the position, which it last held in 2005. Guests said Homewood Suites performed well in the areas of check-in/check-out, guest room, hotel services, hotel facilities, and costs and fees. Residence Inn (pictured) was ranked No. 2 in the Extended Stay Hotel segment based on feedback by its guests, who indicated particular satisfaction in the food and beverage area. In the No. 3 position, Staybridge Suites performs well in reservations, according to its guests.
Additional Highlights
According to the more than 47,000 hotel guests who responded to the 2007 GSI Study:
- No matter what age group, a complimentary breakfast is the most important amenity a hotel can offer, followed by high-speed and wireless Internet access and a television set with a screen measuring larger than 27 inches.
- The majority of hotel guests want a non-smoking environment in all common areas of the hotel, not just in the guest rooms.
- When hotels offer environmentally friendly programs, such as replacing linens and towels only when the guest makes a request, nearly three out of four people participate in them.
- Media hype over bed bugs appears to be just that—hype. Of the more than 47,000 people responding to this year’s GSI Study, only 1.6 percent reported problems with bed bugs, roaches, and ants, and the highest incidence of guest-reported pest problems were in extended stay hotels that typically contain kitchens where food is frequently left out.
Perhaps the most important thing to learn from the J.D. Power and Associates 2007 North America Hotel Guest Satisfaction Index StudySM (GSI) is this: if hotels want to please guests, it is best to invest in the people who operate the property. There is a strong correlation between hotel staff performance and overall hotel satisfaction, so the sooner the night-desk clerk gets those pesky kids to bed and transfers you to a clean room that doesn’t stink like an ashtray, the happier you’ll be.
