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Hilton Garden Inn won the J.D. Power award
Hilton Garden Inn; Premier Inn; Ramada Hotels; and Steigenberger Hotels and Resorts Each Rank Highest in Customer Satisfaction among Hotel Guests in Europe
WESTLAKE VILLAGE, Calif.: 27 October 2011 — After several years of improvement, overall satisfaction among hotel guests in Europe has declined notably, with deterioration occurring across all levels of the guest experience, according to the J.D. Power and Associates 2011 European Hotel Guest Satisfaction Index StudySM released today.
The study, now in its seventh year, examines the overall satisfaction of European hotel guests based on seven measures (in order of importance): guest room; costs and fees; hotel facilities; check-in/check-out; food and beverage; hotel services; and reservation. Forty-five hotel brands are measured and ranked in four segments1: upper upscale, upscale, midscale and economy.
Overall satisfaction averages 735 on a 1,000-point scale in 2011, down by 10 points from 2010. While satisfaction has decreased across all measures from 2010, the largest decline occurs in the cost and fees measure. Cost and fees satisfaction averages 682 in 2011, down by 32 points from 2010.
Cost and fees satisfaction in 2011 is comparable to 2009 levels (681). However, in 2009, overall satisfaction averaged 746—11 points higher than in 2011. This indicates that aspects of the guest experience outside of cost and fees have deteriorated considerably from 2009.
Prior to the economic downturn, hoteliers improved their offerings, increasing satisfaction with the overall guest experience as well as cost and fees satisfaction. Subsequently, during the recession, hotel chains reduced prices to stimulate demand which continued to improve satisfaction with cost and until higher rates began driving satisfaction back down in 2010. Hoteliers also made cutbacks in staffing levels, services and investment in the property to reduce operating costs during this period, which led to the deterioration of satisfaction with the broader guest experience.
“As guests have been coming back, so have their expectations,” said Stuart Greif, vice president and general manager of the global travel and hospitality practice at J.D. Power and Associates. “Hoteliers, like many businesses, are feeling the strain of trying to maintain lower cost structures until they see more sustainable levels of demand. There is danger, however, in allowing their product and service to continue to deteriorate. It is critically important that hoteliers focus on improving the guest experience. If not, they risk losing customers, market share and financial viability.”
According to Greif, increasing the frequency of guest interactions with hotel staff can help elevate satisfaction and loyalty. While nearly all guests interact with hotel staff at check-in, each additional interaction with a different type of staff member (e.g., housekeeper, manager, concierge), increases satisfaction by an average of 28 points.
download : "European Hotel Guest Satisfaction"
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