In the latest J.D. Power North America Hotel Guest Satisfaction Index, Marriott’s hotels earned top merits in the Luxury and Upscale categories while Hilton was noted as the best Upper Midscale/Midscale Extended Stay and Midscale hotels.

When it comes to hotel stays, the latest J.D. Power North America Hotel Guest Satisfaction Index study finds Americans are paying more, taking fewer trips, but staying for a longer period of time.

The index gave top honors to several hotel brands, including Hilton, Hyatt, and Marriott.

Despite Higher Price, Travelers Have Higher Satisfaction with Full-Service Hotels

According to the study, travelers are paying more for hotels, with the average daily rate highest in May 2024 at $158.45 per night. As a result, hotel prices are changing travel habits. The study found the average traveler is taking one less trip per year – nine instead of 10 – with the average stay at 3.43 days.

“With post-pandemic travel prices still elevated, it is not surprising that hotel guests say they are taking fewer trips, on average,” Andrea Stokes, hospitality practice lead at J.D. Power, said in a press release. “Yet, those hotel guests are staying longer on their trips, and this puts a real focus on the hotel property for everything from room cleanliness and facilities maintenance to interactions with front desk personnel.”

With travelers paying more, the study shows they are more satisfied with their trips to full-service hotels compared to value properties. The findings show that the top-end hotels are earning better scores for their attention to the customer experience, while value-focused properties need to focus on improving guest rooms and property maintenance to recapture market share.

Among the hotel brands, both Marriott and Hilton were ranked highest in customer satisfaction in two categories. Marriott won honors for best luxury hotel and best upscale hotel, while Hilton’s Home2 Suites and Tru by Hilton were ranked the best in the upper midscale/midscale extended stay and midscale brands, respectively, for the second consecutive year.

Margaritaville Hotels and Resorts also earned the top honor among upper upscale hotels for the second straight year. They join Hyatt House as a consecutive winner, named the highest in guest satisfaction among upper extended stay hotels for the third time.

Drury Hotels was named the best among upper midscale brands, while Choice Hotels and Wyndham Hotels took the top honors in the economy and economy extended stay categories. Microtel by Wyndham was the top economy hotel, while WoodSpring Suites was named the best economy extended stay.

The J.D. Power North America Hotel Guest Satisfaction Index ranks overall hotel satisfaction along six different factors: Communications and connectivity; food and beverage; guest room; hotel facility; staff service; and value for price. Full results are available on the J.D. Power website.