2009 European Hotel Guest Satisfaction Study

JD Power has released it’s 2009 European Hotel Guest Satisfaction Study.  Overall hotel guest satisfaction increased in Europe as it did in their North American Study earlier this year.

The most cited reasons for selecting a hotel:
•    Convenience/location (48%)
•    Price (41%)
•    In the upper upscale hotel segment, hotel reputation (44%)

This report also found that guest loyalty is increasing in Europe (11% from 9% in 2008).  Guests who were really impressed with their hotel stay (900+ points on a 1,000-point scale) were more likely to return to the hotel and doubled the number of positive recommendations to 7 vs. the industry average of 3.5.

If word of mouth is an important part of the marketing plan, hotels need to exceed guest expectations.  This is especially important in the upper upscale segment, where the hotel’s reputation will influence nearly half the people looking for accommodations in the market.

Read the article here.

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