Can Hotels Make Guests Happy Across Diverse Brand Portfolios?
For several years, the hotel industry has been a fairly steady performer when it comes to customer satisfaction, according to ACSI research. From 2008 to 2010, guest satisfaction with hotels was stable at 75 (on a 0 to 100 scale). Next came three straight years at 77—a record high for the industry, but middling compared with the national ACSI average of 76.5.
The hotel industry’s flat trend, however, masks differences in the customer experience offered by some of the biggest names by market share in lodging. More upscale hoteliers tend to dominate the category, with Marriott in the top spot this year at 82, followed closely by Hilton 80. Budget-conscious chains such as Choice Hotels (75) and Wyndham Worldwide (72) comprise the lower end of the industry.
But many of these corporations are home to diverse lodging brands—from upscale resorts to midrange business-oriented properties to family-friendly budget brands. For instance, Marriott owns JW Marriott, a luxury hotel chain, alongside Fairfield Inn & Suites by Marriott, a midscale brand. Hilton, also know for its resorts, offers Hilton Garden Inn, an upscale property with appeal to both business and leisure travelers.
Next month, the ACSI will uncover the customer satisfaction differences—or lack thereof—among two dozen of the most popular hotel brands that come under the aegis of Choice Hotels, Hilton Worldwide, Marriott International, and more. The new study has the potential to reveal strengths and weaknesses within the brand portfolios of major hotel chains, as well as facilitate comparisons between competitors at the brand level.