5 days ago
J.D. Power: Prices are high, but so is guest satisfaction
Despite hotel room rates climbing to a near-record high of $158.67 in 2024, hotel guests across all price segments report feeling they're getting better value for their money, according to J.D. Power's 2025 North America Hotel Guest Satisfaction Index.
The study found that guest perceptions of value increased across every segment, with upscale, midscale and economy properties showing the most significant year-over-year gains. This marks a notable change from the year prior, when satisfaction scores fell in the midscale and economy tiers.
A key driver behind improved satisfaction appears to be hotels' investments in guestroom technology. When asked about which hotel amenities they consider a "need to have," 40% of guests selected smart TV streaming capabilities, up from 21% in 2019. Nearly three-quarters of guests indicated their room included a smart TV, with 60% reporting they used it during their stay.
The study also revealed that capital investments in room furnishings, bathroom fixtures and bed comfort significantly boosted guest satisfaction scores year-over-year.
Hotel mobile apps emerged as another satisfaction driver. Guests who downloaded their hotel's mobile app reported overall satisfaction scores 68 points higher than those who didn't use the app.
Several repeat winners
For 2025, Marriott International's Ritz-Carlton flag topped the luxury segment with a guest satisfaction score of 779, while Omni led upper-upscale properties at 731. Drury Hotels ranked highest in the upscale category with 738 points.
Tru by Hilton dominated the midscale sector for the third straight year, and Microtel by Wyndham led the economy segment for the third consecutive year.
In the extended-stay categories, Hyatt House continued its four-year winning streak in upscale extended stay, while Home2 Suites by Hilton claimed the top spot in upper-midscale/midscale extended-stay for the third consecutive year.
Choice Hotels' WoodSpring Suites brand topped economy extended stay for the third year running.
