July is quickly approaching, which, for those who eat, sleep and breathe the hospitality industry, means something pivotal is drawing near: the annual release of the J.D. Power North America Hotel Guest Satisfaction Study.
While each hotel property likely has its own guest satisfaction metrics, the J.D. Power survey gives a glimpse into a wider pool of likes and dislikes that more than 30,000 guests make clear when they answer more than 150 questions regarding hotel stay experiences.
Ahead of this year's release, I'd like to draw inspiration from the 2020 and 2021 survey results to prognosticate what the sentiment could be for 2022.
2020
Some key findings from 2020's index showed guests placed high value on cleanliness and communication, and rightfully so as this was the start of the pandemic, when uncertainties were at an all-time high.
Nearly every hotel brand and individual property rolled out enhanced cleaning protocols, ensuring these practices were more visible than ever to show guests that it's being done. Guests clearly appreciated this, as guestroom cleanliness scores reached a record high rating in 2020 (8.53 on a 10-point scale).
On top of that, pre-arrival communication about these new protocols was something that guests felt was a necessity at a time when trust and comfort levels were wary. When no pre-stay communication was completed, overall guest satisfaction scores fell 66 points. Though hotel guests understood that some amenities — such as dining areas, public pools, fitness centers and spas — would be restricted, they wanted direct and honest communication about it during the pre-arrival phase.
2021
Heading into 2021, guest values, understanding and satisfaction shifted. Key findings from this survey indicated that limited food and beverage options, especially breakfast, began to weigh down satisfaction scores.
"In all but one hotel segment, guests were particularly dissatisfied with reduced variety and quality — if breakfast was offered at all. Through the study fielding dates, 36% of hotels eliminated buffet-style serving," the survey found.
We heard time and again at various hotel industry conferences in 2021 that guests expected those typical amenities to return, but some hoteliers simply weren't ready due to staffing issues and cost. We of course know that guests aren't always thinking about those behind-the-scenes challenges.
Something guests did appreciate in 2021 was the reduction in room rates as hotels needed to do what they could to prop up occupancy. To a certain point, it worked (we'll talk more about this below) but then came issues with keeping up on housekeeping and handling unruly guests.
2022
Now comes 2022. I don't want to jinx it, and I'll note I am typically an optimistic person with a smile on my face, but this year I'm leaning toward the possibility of more dour survey results.
Going back to my point earlier about lower rates drawing in occupancy in 2021, this led to some hotels implementing a rate game. Essentially, hotels drove up rates to potentially curb some of the occupancy and help ease the room turnaround time.
Once hotels did that, the realization came that there wasn't much pushback from guests despite them shelling out more money. But now, we have inflation in the mix. Americans are also saving less money and burning through some, if not all, of their pandemic savings.
And the reality is some hotels are still lagging in bringing back all amenities offered on-property. As guests continue to pay these inflated prices, it's my guess that their frustrations will grow, causing a dent in guest satisfaction scores.
I have no doubt that hotels are doing all they can to restore operations to what they once were. However, every industry still struggles to maintain staffing levels, which again could contribute to less-than-satisfactory scores, especially as group and business travel is returning.
It's my hope, though, that guests will continue to be understanding and patient as the industry recovers.
What are your predictions for this year's survey results? Let me know what you think via email, Twitter or connect with me on LinkedIn.
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