Hilton Dominates 2023 Hotel Guest Satisfaction Index; Staff Service Reigns Supreme

The latest insights from the 2023 J.D. Power North America Hotel Guest Satisfaction Index, unveiled on July 26, 2023, have crowned Hilton Hotels, including Waldorf-Astoria, Home2 Suites, and Tru by Hilton, as the leading contenders in customer satisfaction. These findings put Hilton ahead of competitors like Choice Hotels, Wyndham Hotels & Resorts, and Hyatt Hotels.

In a year marked by a surge in hotel occupancy rates, researchers at J.D. Power identified three common traits among the world’s top hotel brands: minimal issues encountered by guests, exceptional lobby experiences, and a commitment to delivering value through amenities.

Hilton Hotels emerged as the frontrunner across multiple categories, securing the top position in three distinct segments. Waldorf Astoria claimed the spotlight in the Luxury category with an impressive score of 788 out of 1,000. Home2 Suites by Hilton earned recognition in the Upper Midscale/Midscale Extended Stay category, while Tru by Hilton triumphed in the Midscale category.

Wyndham Hotels & Resorts and Choice Hotels also secured their places in the winner’s circle, each excelling in two different categories. Trademark Collection by Wyndham was hailed as the top brand in the Upper Midscale category, while Microtel by Wyndham shared the spotlight with America’s Best Value Inn in the Economy category. Choice Hotels shone in two categories: Cambria Hotels & Suites took the crown in the Upscale category, and Woodspring Suites emerged as the leader among Economy Extended Stay hotels.

In the Upper Upscale category, two themed hotels shared the top accolade: Hard Rock Hotels, earning the award for the third consecutive year, and Margaritaville Hotels & Resorts. Hyatt Hotels secured one award in this year’s survey, with Hyatt House claiming the top spot in the Upper Extended Stay category.

Across the board, customer service emerged as the most highly rated factor in the 2023 North America Hotel Guest Satisfaction Index, boasting an aggregate rating of 701 out of 1,000. Researchers emphasized the pivotal role of competent staff in enhancing the guest experience, with 86% of guests reporting a trouble-free stay.

Andrea Stokes, hospitality practice lead at J.D. Power, commented on the correlation between increased hotel staffing and elevated customer satisfaction scores. Stokes stated, “Staff service is now the highest-scoring factor in this study across all hotel segments from economy to luxury, underscoring the critical role that frontline staff play in defining the guest experience.”

The study also highlighted other factors contributing to high scores, including the creation of a welcoming lobby environment tailored to each category and delivering excellent value through amenities and overall customer experience.