J.D. Power and Associates Reports: Hotel Guest Satisfaction in Europe Improves Considerably to Reach a Five-Year High

Movenpick Hotels & Resorts, Park Inn, Premier Inn and Steigenberger Hotels and Resorts Each Rank Highest in Guest Satisfaction in Their Respective Segments

Download image WESTLAKE VILLAGE, Calif., — 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, according to the J.D. Power and Associates 2009 European Hotel Guest Satisfaction Index Study(SM) released today.
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.

“Hotels throughout Europe have not lost their customer focus despite an economic climate that has reduced demand and forced hotel brands to stringently contain costs,” said Michael Drago, director of the global hospitality and travel practice at J.D. Power and Associates. “Hotel guest satisfaction with guest rooms and costs and fees has improved notably in 2009. While customers are likely pleased by lowered room rates, hotel brands are ensuring these rooms are still meeting customer standards and expectations.”

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 & Resorts and Maritim Hotels, respectively, follow in the segment rankings.

Upscale Segment

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.

Economy Segment

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%) and price (41%). Among guests of properties within the upper upscale segment, the hotel’s reputation was the most frequently cited reason for selection (44%), while guests of hotels in the economy segment most frequently named price as the primary reason for selection (68%).
Nearly 1 in 5 (17%) 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 2009 and September 2009. The study was fielded between August 2009 and September 2009.

For more information, read an article or view European hotel ratings at JDPower.com.

Upper Upscale Segment
Customer Satisfaction Index Ranking
(Based on a 1,000-point scale)

J.D. Power.com Power Circle Ratings
For Consumers
Steigenberger Hotels and Resorts 807 5

Radisson BLU Hotels & Resorts 794 4

Maritim Hotels 791 3
Sheraton Hotels & Resorts 782 3
Upper Upscale Segment Average 780 3
Hilton Hotels 779 3
Westin Hotels & Resorts 779 3
Riu Hotels & Resorts 778 3
Marriott Hotels & Resorts 772 3
Sofitel Luxury Hotels 767 3

Le Meridien Hotels and Resorts 758 2

Included in the study but not ranked due to small sample size are:
Concorde Hotels & Resorts, Hyatt Hotels and Resorts, Kempinski Hotels,
Millennium Hotels and Resorts, Renaissance Hotels & Resorts and Swissotel
Hotels & Resorts.

Upscale Segment
Customer Satisfaction Index Ranking
(Based on a 1,000-point scale)

J.D. Power.com Power Circle Ratings
For Consumers
Movenpick Hotels & Resorts 783 5

Crowne Plaza Hotels & Resorts 779 4
Hotel Novotel 755 4

Iberostar Hotels & Resorts 754 3
Upscale Segment Average 748 3
Mercure 746 3
AC Hotels 743 3
nH Hoteles 741 3

Melia Hotels & Resorts 739 2
Hesperia 735 2
Husa Hoteles 715 2

Included in the study but not ranked due to small sample size are:
Copthorne Hotels, Courtyard, De Vere Hotels, Four Points by Sheraton,
Hilton Garden Inn, Hoteles Silken and Thistle Hotels.

Mid-Scale Full Service Segment
Customer Satisfaction Index Ranking
(Based on a 1,000-point scale)

J.D. Power.com Power Circle Ratings
For Consumers
Park Inn 771 5
Dorint Hotels & Resorts 764 5
Clarion 762 5

Ramada Hotels 760 4
Best Western 752 4
Barcelo Hotels & Resorts 746 4

Scandic 745 3
NH Jolly 743 3
Holiday Inn 742 3
Mid-Scale Full Service Segment Average 740 3
Golden Tulip Hotels, Inns & Resorts 739 3
Express by Holiday Inn 736 3

Quality 733 2
Ibis Hotel 720 2
Campanile Hotel 719 2
TRYP Hotels 716 2
Sol Hotels 716 2
Balladins 710 2

Included in the study but not ranked due to small sample size are:
Confortel Hoteles and Park Plaza Hotels & Resorts

Economy Segment
Customer Satisfaction Index Ranking
(Based on a 1,000-point scale)
J.D. Power.com Power Circle Ratings
For Consumers
Premier Inn 738 5

Travelodge 702 4

Economy Segment Average 696 3
Etap Hotel 694 3
Comfort Inn 684 3

Hotel Formule 1 662 2

Included in the study but not ranked due to small sample size are:
Days Inn/Days Hotels and Tulip Inns. – J.D. Power and Associates