- JD Power: Hotel guest satisfaction up in North America.
- Overall guest satisfaction reached 665, up 13 points.
- Health and wellness remain a priority for guests.
HOTEL GUEST SATISFACTION in North America rose for every segment from a year earlier, according to JD Power. Investments in guest rooms, property maintenance and service drove the gains.
The JD Power “2026 North America Hotel Guest Satisfaction Index Study” found improvements across every touchpoint despite a 1 percent year-over-year increase in ADR. The study marks its 30th year tracking guest expectations and hotel performance.
“For 30 years, JD Power has provided the industry with unbiased guest satisfaction benchmarks against which hotel chains and brands drive continuous quality and service improvement,” said Andrea Stokes, JD Power hospitality practice lead. “In every hotel segment, guests are having better experiences due to positive interactions with hotel staff, higher quality food and beverage and guest room improvements.”
Stokes also mentioned improved courtesy at the front desk, better responsiveness to guest requests and more upkeep of amenities such as pools and fitness centers as factors in the rise in satisfaction. Artificial intelligence tools played a role as well.
Overall guest satisfaction rose 13 points to 665 on a 1,000-point scale, the study found. The largest gains were in value for price paid, up 18 points, followed by food and beverage and hotel facilities, each up 14 points.
The study also found that smart TVs with streaming capabilities are becoming a standard guest expectation. Hotels offering them increased to 74 percent, while guest usage rose to 62 percent, with both up two percentage points from a year earlier.
Health and wellness amenities remain a priority for guests, the report said. Daily housekeeping topped the list at 46 percent, followed by filtered water stations at 30 percent and fitness centers at 21 percent.
The report also examined the use of AI in hotel research. Gen Y accounted for 49 percent of AI users, followed by Gen Z at 23 percent.
The Ritz-Carlton ranked highest in the luxury segment with a score of 785 for the second consecutive year, the study found. Kimpton led the upper-upscale segment with 738, while Drury Hotels topped the upscale segment with 761 for the second straight year.
Hyatt House ranked highest in the upscale extended-stay segment with a score of 728 for the fifth consecutive year. Hampton by Hilton led the upper-midscale segment with 704 for the second straight year, while Home2 Suites by Hilton topped the upper-midscale/midscale extended-stay segment with 700 for the fourth consecutive year.
Tru by Hilton ranked highest in the midscale segment with a score of 695 for the fourth consecutive year, the study said. Microtel by Wyndham led the economy segment with 637, while WoodSpring Suites topped the economy extended-stay segment with 587, with both brands ranking first for the fourth consecutive year.
A recent Expedia Group report found that full connectivity improves hotel performance across revenue, operations and inventory management. Properties with full connectivity reported better performance, less friction and greater confidence.
