Eric Oppegaard
By Elliot Mest
The age of the smartphone has done much to dispel the illusions of traveler loyalty, something that is once again on display in this year’s J.D. Power Guest Satisfaction index.
The 20th year of the study shows a clear plateau in guest satisfaction where it was once climbing strong. Overall satisfaction is up 2 points from 2015, reaching an average of 806. While this seems positive, satisfaction with costs and fees is up only 1 point this year when it improved 25 points between 2014 and 2015. Where is the disconnect? Here are four places HOTEL MANAGEMENT sees it taking place:
The age of the smartphone has done much to dispel the illusions of traveler loyalty, something that is once again on display in this year’s J.D. Power Guest Satisfaction index.
The 20th year of the study shows a clear plateau in guest satisfaction where it was once climbing strong. Overall satisfaction is up 2 points from 2015, reaching an average of 806. While this seems positive, satisfaction with costs and fees is up only 1 point this year when it improved 25 points between 2014 and 2015. Where is the disconnect? Here are four places HOTEL MANAGEMENT sees it taking place:
1. Lack of Differentiation
This has been a strong year for hotels as far as industry fundamentals are concerned, but in April when transient travel looked to be surpassed by group business growth John Hach, senior industry analyst at TravelClick, said it was the industry’s mission to begin providing localized differentiation of value as opposed to homogenized benefits. Beyond cheaper rates, even beyond free Wi-Fi (which guests already want for free) there needs to be something that sets a hotel apart.
