- Satisfaction rose 14 points to 696.
- Guest experience gains led by rooms.
- Common areas need more attention.
GUEST SATISFACTION AT branded hotels managed by third-party companies rose 14 points to 696 in 2026, up from 682 in 2025, according to the JD Power. The guest experience improved across all operational areas, particularly guest rooms.
JD Power “2026 North America Third-Party Hotel Management Guest Satisfaction Benchmark” found that staff service satisfaction among first-time guests rose 26 points from a year earlier.
“Franchised hotel property investments are paying off in higher guest satisfaction compared to last year,” said Andrea Stokes, JD Power’s hospitality practice lead. “Where we see further opportunity is in guest perceptions of hotel lobbies and common areas.”
The benchmark is based on feedback from 5,642 guests and reflects management companies’ investments in properties and staff training, JD Power said. Columbia Sussex ranked first with 739 points, followed by Crestline Hotels & Resorts with 718 and Driftwood Hospitality Management with 717.
Common areas remain an opportunity for hotel owners and operators, the study said. Only 43 percent of guests find them inviting, while 48 percent consider them modern.
The benchmark is in its seventh year and covers branded hotels operated by third-party management companies, JD Power said. It includes operators with at least 14,000 branded rooms and measures seven dimensions: guest room, staff service, value, check-in/check-out, hotel facility, food and beverage, and connectivity.
The 2026 benchmark is based on survey responses from branded hotel stays in the past 30 days, collected from May 2025 through this May. Property investment and staff training support higher guest satisfaction, while hotel lobbies and common areas remain areas for improvement.
In July, the JD Power 2026 North America Hotel Guest Satisfaction Index Study found improvements across all touchpoints despite a 1 percent year-over-year increase in ADR. The study marks its 30th year of tracking guest expectations and hotel performance.
