Guests are seeking more mobile integration and functionality from their favorite hotels in 2017.
J.D. Power's 2017 North America Hotel Guest Satisfaction Index Study found that more guests are booking their stays through smartphones and tablets than ever before.
Today, one out of four guests choose to book through mobile means, compared to just 14 percent in 2014.
The research also shows that guests who book directly with a hotel and sign up for a loyalty program report higher satisfaction than those who book through a third-party website.
A guest who signs up for a hotel rewards program is far more likely to book directly than a non-member. Those guests are also more likely to download and utilize a hotel's mobile app, which correlates with higher satisfaction.
Only two out of 10 other guests have downloaded a hotel app compared to 70 percent of rewards members.
"As mobile usage becomes increasingly ubiquitous for guests, the challenge for hotels becomes twofold: First, they must persuade guests to book directly with them, and second, they must encourage easy utilization of this technology," said Rick Garlick, practice lead, travel and hospitality at J.D. Power, in a statement.
"By forging direct relationships, hotels can become guardians of the guest experience, but at the center of these relationships is an establishment's mobile strategy."
J.D. Power also found that guests who take to social media to describe their experiences are more likely to report higher satisfaction. Those travelers who read reviews are also more often satisfied than those who don't.
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Most Popular Brands
J.D. Power's annual study measures guest satisfaction across eight different segments, examining seven key factors in each, including reservation; check-in/check-out; guest room; food and beverage; hotel services; hotel facilities and cost & fees.
JW Marriott and The Ritz-Carlton tied for the top spot in the luxury segment this year. Each recorded 888 of a possible 1,000 points, the most of any brand.
"While The Ritz-Carlton and JW Marriott rank highest in the luxury segment, both of these Marriott-affiliated brands appeal to different types of customers," added Garlick. "It's important to remember that this study measures guest satisfaction among a hotel brand's own customers and doesn't directly compare hotel brands to one another. Often, the type of guest becomes an important element in determining satisfaction rankings."
Hyatt was recognized as the top upper upscale brand for guest satisfaction, beating out Kimpton, Marriott and Hilton, among other contenders. Meanwhile, Hilton Garden Inn took home the top spot among upscale brands for the second straight year.
Drury Hotels and Wingate by Wyndham were also repeat winners in 2017. The two brands finished in the top spots in the upper midscale and midscale segments, respectively. 2017 represents the 12th straight year Drury has come out on top, while Wingate by Wyndham is a winner for the third consecutive year.
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Americas Best Value Inn is the highest rated economy brand for 2017. It was the only brand in the segment to break the 800-point mark, finishing with 818.
Staybridge Suites narrowly squeezed by Hyatt House in the upper extended stay segment, earning 862 total points to Hyatt House's 861.
Lastly, Candlewood Suites won the extended stay segment with 849 points.
The study-now in its 21st year-takes into account more than 63,000 responses from hotel guests in the U.S. and Canada between June 2016 and May 2017.
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