According to a recent J.D. Power and Associates 2009 European Hotel Guest Satisfaction Index Study, overall hotel guest satisfaction in Europe has increased notably from 2008 to achieve a five-year high in 2009, with improvements occurring in all ranked brands and across all segments.
The study, now in its fifth year, examines the overall satisfaction of European hotel guests based on seven measures (in order of importance): costs and fees; guest room; hotel facilities; food and beverage; check-in/check-out; hotel services; and reservations. Forty-two hotel brands were measured and ranked in four segments: upper upscale, upscale, mid-scale full service and economy.
Hotel guest satisfaction has improved from 2008 by 16 index points or more (on a 1,000-point scale) in each of the four segments. The greatest improvements have occurred in the upper upscale and upscale segments, which increased by 24 and 25 points, respectively, from 2008.
The study finds that keeping guests highly satisfied has a particularly strong positive impact on loyalty and advocacy rates. Among the most highly satisfied hotel guests (those with satisfaction scores averaging 900 and above), 69 percent indicate that they will return to the hotel, while 79 percent will recommend the hotel to others. In addition, these customers make an average of 7.0 positive recommendations, compared with the industry average of 3.5 recommendations.
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 & b and Maritim Hotels, respectively, follow in the segment rankings.
Among upscale hotel brands, Movenpick 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.
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.
Additional Key Findings
* Overall, the most frequently cited reasons for selecting a hotel are convenience/location (48 percent) and price (41 percent). Among guests of properties within the upper upscale segment, the hotel's reputation was the most frequently cited reason for selection (44 percent), while guests of hotels in the economy segment most frequently named price as the primary reason for selection (68 percent).
* Nearly one in five (17 percent) of 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.
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 and September 2009. The study was fielded between August and September 2009.