Customer satisfaction with hotels is stable at 77 (on a scale of 0 to 100), and there is little movement among the top hotel brands, according to the American Customer Satisfaction Index (ACSI), an indicator of customer evaluations of products and services available to household consumers in the United States.
Among eight major hotel chains, five show ACSI changes of 1% or less compared to 2011. Hilton retains the industry lead with an unchanged ACSI score of 80, followed by Marriott at 78. InterContinental ties the aggregate of smaller chains and individual hotels at 77. A trio of companies is deadlocked at 76: Hyatt, Best Western and Choice Hotels, which improved its score 3% over 2011. Starwood drops back to 75 after a 5% loss, while Wyndham trails the field at 70 after a 4% drop compared with 2011.
Business travelers are less satisfied with their chosen hotels than vacationers (ACSI score of 72 compared with 77), which mimics results for the airline industry, although hotels’ overall score of 77 is higher than the 67 achieved by airlines.
The ACSI uses data from interviews with roughly 70,000 customers annually as inputs to an econometric model for measuring customer satisfaction with more than 225 companies in 47 industries.