Growth in mobile usage for hotel stays presents opportunity, challenge for hoteliers, J.D. Power finds
According to the J.D. Power2017 North America Hotel Guest Satisfaction Index Study, incorporating mobile apps and functionality into a hotel stay is associated with higher guest satisfaction. Integrating this technology also makes guests more willing to share their positive hotel experiences on social media.
As growth in mobile usage becomes greater, this is proving to be a big challenge for hotels. Some are doing a good job of incorporating this into their efforts, but the problem is that the growth in mobile devices for booking might mean greater use of online travel agencies (OTAs), which is associated with lower satisfaction when someone uses this option rather than securing a room with the hotel itself. This has led the industry to focus on direct booking, and for more guests to become rewards members, which will likely enhance this effort.
Various types of hotels were also ranked. The following hotel brands rank highest in guest satisfaction in their respective segments:
Luxury: JW Marriott and b (tie)
Upper Upscale: Hyatt
Upscale: Hilton Garden Inn (for a second consecutive year)
Upper Midscale: Drury Hotels (for a 12th consecutive year2)
Midscale: Wingate by Wyndham (for a third consecutive year)