According to consumer research firm JD Power, Marriott’s luxury brand Ritz-Carlton provides the best service, leading an industry-wide improvement in guest satisfaction scores. Ritz-Carlton scored fourteen more points from last year’s J.D. Power North America Hotel Guest Satisfaction Index with a new score of 902.
The Ritz-Carlton received not only their highest score but the highest score for any brand. The Ritz-Carlton lead five of the seven factors in the luxury segment. This is the fourth consecutive year that the brand has held the highest score.
Lisa Holladay says, “We are thrilled to have ranked highest in guest satisfaction for the fourth consecutive year in J.D. Power ratings.” The Global Brand Leader of The Ritz-Carlton continues, “Bringing genuine care and comfort to our guests is our highest mission, and we constantly strive to provide the finest personal services and facilities in all of our hotels and resorts.”
The entire industry average also rose eight points to a total of 825 points on a 1,000-point scale with stronger improvements through the industry in product satisfaction than service satisfaction measures.
All hotels in the study were rated on seven different key factors including reservations, check-in/check-out, guest rooms, food & beverages, hotel services, hotel facilities and cost & fees. The categories of the study included luxury; upper upscale; upscale; upper midscale; midscale; economy; upper extended stay; and extended stay.
The Ritz Carlton ranked 1st overall in the luxury category for the fourth consecutive year. In the Upper Upscale category, Kimpton Hotels took the lead. Hilton Garden Inn won the Upscale category for the third consecutive year and in the Upper Midscale category, Druey Hotels took first for the 13th consecutive year. Wingate by Wyndham took the top spot in the Midscale category for the fourth consecutive year while Microtel Inn & Suites by Wyndham won in the Economy category. The Upper Extended Stay winner was Staybridge Suites for the second consecutive year and Home2 Suites by Hilton won the Extended Stay category.
“Hotels in all price ranges have excelled at ensuring their customers have a top-notch experience,” said Jennifer Corwin, Associate Practice Lead for the global travel and hospitality practice at JD Power. “Years of capital investment in offerings such as higher-end televisions and in-room tablets have left their mark. “Now, as hotels look to push customer satisfaction levels higher, their focus should turn to service areas, particularly when it comes to direct booking.”
The Upper-midscale hotels have seen the most improvement throughout their category’s satisfaction scores and are currently led by Drury Hotels. Their 2018 total was 895 points, which is fourteen points higher than their 2017 score.
Ms. Corwin spoke to Forbes stating, “When guests feel they have a local experience, satisfaction is higher. Millennials, especially are focused on experiences, and not items or new products.” She continued, “Ritz-Carlton is doing just about everything right. We’ve never before seen a brand score that high. Ritz-Carlton really has a focus on guest experience.”
Lisa Holladay has also said, “Every Ritz-Carlton property boasts unique programming, from our #RCMemories initiative to Ritz Kids, both of which aim to enhance the guest experience through inviting them to engage with local culture, from surf lessons at oceanfront properties—such as at the Ritz-Carlton Kapalua, Maui in Hawaii—to traditional soap-making in Japan.”