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Drury Plaza Hotel - Chesterfield
Drury Hotels Company, a Missouri-based, family-owned and operated hotel system with more than 130 hotels in 21 states, has been recognized for "Highest in Guest Satisfaction Among Upper Midscale Hotel Chains" by J.D. Power. © slfp.com file photo of Drury Plaza Hotel - Chesterfield
Drury Hotel Hotel Recognized for "Highest in Guest Satisfaction" for the 11th Consecutive Year As "Perks" Become Standard Expectations
ST. LOUIS, (SLFP.com), July 28, 2016 - As hotel guests increasingly come to expect amenities that used to be special perks, such as free Wi-Fi, complimentary breakfasts and premium bed linens, the industry may be reaching a customer satisfaction plateau, according to the new J.D. Power 2016 North America Hotel Guest Satisfaction Index Study.

The study, now in its 20th year, measures overall guest satisfaction across eight hotel segments: luxury; upper upscale; upscale; upper midscale; midscale; economy/budget; upper extended stay; and extended stay.

Seven key measures are examined in each segment to determine overall satisfaction: reservation; check-in/check-out; guest room; food & beverage; hotel services; hotel facilities; and cost & fees. Satisfaction is calculated on a 1,000-point scale.

"Customers have responded well to the enhanced offerings provided by some hotel brands to create value, but as those perks become standard, customers are quick to ask, 'What have you done for me lately?'" said Rick Garlick, global travel and hospitality practice lead at J.D. Power. "When guests no longer see added value in the quality of amenities they receive, the only option to truly differentiate a brand is to develop a strong service culture that makes guests feel special and appreciated."

Drury Hotels Company, a Missouri-based, family-owned and operated hotel system with more than 130 hotels in 21 states, has been recognized for "Highest in Guest Satisfaction Among Upper Midscale Hotel Chains" by J.D. Power.

"For more than 40 years, our goal has been to provide our guests with clean rooms, friendly service and an exceptional value," said Chuck Drury, president and CEO of Drury Hotels. "We are proud and honored to be recognized once again by our guests and J.D. Power. To earn this award for 11 consecutive years is a tribute to the ongoing hard work and dedication of Drury's 5,000 team members across the country."

The recognition marks the 11th consecutive year Drury Hotels received this award and sets a record for the St. Louis-based hotel chain. Drury Hotels is the first hotel company to receive 11 consecutive awards in the J.D. Power Study. The study is based on responses from 63,866 guests who stayed in a hotel May 2015-May 2016

The study also finds that while satisfaction is higher among members of hotel rewards programs than among non-members, younger guests are less likely to be members than older guests. Only 39% of Gen Y guests belong to a rewards program, compared with 56% of Gen X and 66% of Boomer guests.1 In every generational group, customer satisfaction is significantly higher among guests who are rewards program members.

Following are some of the key findings of the study:

  • Online/Mobile check-in: Only 3% of guests take advantage of online or mobile check-in, though check-in/check-out satisfaction is highest among these guests than among those who used any other method.
  • Most important amenities: The three most important amenities cited by guests are free Wi-Fi, breakfast and parking. In terms of hotels providing these amenities, 71% of guests say they received complimentary Wi-Fi; 56% received complimentary breakfast; and 61% received free parking. Luxurious bedding and linens, the fourth-most important amenity, is becoming increasingly important; however, only 37% of guests say this was offered in their room.
  • Social media feedback: Among guests who posted something about their stay on social media, 75% of the posts were positive, compared with 13% that were negative. Overall satisfaction is 40 points higher among guests who post comments to social media
"We're finding that every succeeding generation seems to be less likely to be a member of a hotel rewards program than the one before," said Garlick. "As we've seen across numerous industries that J.D. Power tracks, younger guests in particular are especially driven by the value proposition, underscoring the importance for hotel brands to make a stronger case for the benefits of loyalty to these travellers."

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