The 2026 North America Hotel Guest Satisfaction Index Study marks its 30th year. Over three decades, the research has tracked changes in guest expectations and hotel performance across different market segments.
Andrea Stokes, hospitality practice lead at JD Power, said: “For 30 years, JD Power has provided the industry with unbiased guest satisfaction benchmarks against which hotel chains and brands drive continuous quality and service improvement. This year’s study results show that hotels are firing on all cylinders. In every hotel segment, guests are having better experiences due to positive interactions with hotel staff, higher quality food and beverage and guest room improvements,”
She added: “Improvements in courtesy from front desk staff, responsiveness to guest requests and the maintenance and upkeep of shared amenities such as pools and fitness centers, among others, are all elevating perceptions of the guest experience. At the same time, the study results reveal artificial intelligence (AI) tools are beginning to reshape the hotel discovery process.”
Satisfaction improves across every hotel touchpoint
Overall hotel guest satisfaction increased by 13 points year on year to 665 on a 1,000-point scale. The study recorded improvements across every dimension of the hotel stay.
Value for the price paid produced the largest increase, rising by 18 points. Food and beverage satisfaction increased by 14 points, while satisfaction with hotel facilities also rose by 14 points.
The improvement occurred while the average daily rate for a US hotel room increased by about 1% year on year. The results indicate that perceptions of value improved despite the higher average room rate.
Guest room amenities become standard expectations
Smart televisions with streaming capabilities continued to move from a premium guest room amenity towards a standard expectation. Availability reached 74%, while guest usage increased to 62%. Both figures rose by two percentage points compared with the previous year.
Guests also placed greater importance on health, wellness and practical hotel services. Daily housekeeping was identified as a “need to have” amenity by 46% of respondents.
Filtered water stations were considered essential by 30% of guests, while 21% identified fitness centres as a necessary hotel facility.
AI begins influencing hotel research
The 2026 study measured the proportion of hotel guests using artificial intelligence tools during the hotel research process. Usage was concentrated mainly among younger generations.
Generation Y represented 49% of guests who used AI tools for hotel research. Generation Z accounted for a further 23% of users.
Hotel brands leading their segments
- The Ritz-Carlton ranked highest in the luxury segment, with a score of 785. The brand led the category for the second consecutive year.
- Kimpton ranked first in the upper upscale segment with 738 points. Drury Hotels led the upscale category with 761 points for the second consecutive year.
- Hyatt House received the highest score in the upscale extended-stay segment, achieving 728 points. It ranked first in the category for the fifth consecutive year.
- Hampton by Hilton led the upper midscale segment with 704 points for the second consecutive year. Home2 Suites by Hilton ranked highest in the upper midscale and midscale extenJD Powerded-stay category with 700 points for the fourth consecutive year.
- Tru by Hilton led the midscale segment with 695 points, maintaining the top position for the fourth consecutive year. Microtel by Wyndham ranked first in the economy category with 637 points, also for the fourth consecutive year.
- WoodSpring Suites achieved the highest score in the economy extended-stay segment. The brand recorded 587 points and ranked first for the fourth consecutive year.
Study methodology and hotel segments
The North America Hotel Guest Satisfaction Index Study measures overall hotel guest satisfaction across seven core dimensions. These are check-in and check-out, hotel connectivity, hotel facilities, food and beverage, guest rooms, staff service and value for the price paid.
The 2026 study assessed the performance of 104 hotel brands across nine market segments. The findings were based on responses from 44,787 guests who had stayed at branded hotels during the previous 30 days.
The research covered hotel stays completed between May 2025 and May 2026.
Tags Andrea Stokes, JD Power
