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2009 European Hotel Guest Satisfaction Study

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According to the 2009 European Hotel Guest Satisfaction Index Study, the following hotel brands rank highest in guest satisfaction within their respective segments:

Upper Upscale Segment
Steigenberger Hotels and Resorts ranks highest in the upper upscale segment for a second consecutive year, performing particularly well in six of seven measures driving overall satisfaction: guest room; hotel facilities; food and beverage; check-in/check-out; hotel services; and reservations. Radisson BLU Hotels & Resorts and Maritim Hotels, respectively, follow in the segment rankings.

Upscale Segment
Among upscale hotel brands, Mövenpick Hotels & Resorts ranks highest in guest satisfaction in 2009 and performs particularly well in three measures: costs and fees, hotel facilities and food and beverage. Following in the segment rankings are Crowne Plaza Hotels & Resorts and Hotel Novotel, respectively. Crowne Plaza Hotels & Resorts performs particularly well in the guest room and hotel services measures.

Mid-Scale Full Service Segment
Improving from 16th rank position in 2008, Park Inn ranks highest in guest satisfaction in the mid-scale full service segment in 2009. Park Inn performs particularly well in three of seven measures: reservation, food and beverage and costs and fees. Dorint Hotels & Resorts and Clarion, respectively, follow in the segment rankings. Dorint Hotels & Resorts performs particularly well in the hotel facilities measure.

Economy Segment
In the economy segment, Premier Inn ranks highest for a second consecutive year and performs particularly well in four of seven measures: guest room, hotel facilities, costs and fees and food and beverage. Travelodge follows Premier Inn in the segment rankings.

Other highlights from the 2009 European Hotel Guest Satisfaction Index Study include:

  • Overall, the most frequently cited reasons for selecting a hotel are convenience/location (48%) and price (41%). Among guests of properties within the upper upscale segment, the hotel’s reputation was the most frequently cited reason for selection (44%), while guests of hotels in the economy segment most frequently named price as the primary reason for selection (68%).
  • Nearly one in five (17%) hotel guests report experiencing a problem during their stay. Among these guests, the average number of problems experienced is 1.8. In 2009, two new issues have emerged among the top five reported problems: poor connection and speed of Internet access and key cards not working properly.
  • In 2009, hotel guests from Germany, Italy and the United Kingdom are more satisfied than guests who live in other countries. Travelers from France and Spain are the least satisfied, on average.
  • The proportion of European hotel guests who report being highly committed to a particular hotel brand has increased to 11 percent in 2009 from 9 percent in 2008.

About the Study
The 2009 European Hotel Guest Satisfaction Index Study is based on responses from more than 13,000 guests who stayed at a hotel in Europe between May 2009 and September 2009. The study was fielded between August 2009 and September 2009.

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