North American Hotel Satisfaction Fully Recovers, Travelers' Perceived Value of Spending Strengthens
The JD Power 2026 North America Hotel Guest Satisfaction Study shows that satisfaction improved year over year across all segments, with luxury brands leading for the third consecutive year and The Ritz-Carlton ranking first. Traveler demands for smart TVs, wellness facilities, and other features have shifted from 'nice-to-haves' to 'must-haves,' and AI is also beginning to influence the hotel discovery process.
Quick Overview
- According to the 2026 North America Hotel Guest Satisfaction Index Study released by JD Power on Tuesday, hotel guest satisfaction in North America has increased over the past year acrossall market segmentsas travelers generally feel they are getting greater value for their travel spending.
- The luxury hotel segment led other segments for the third consecutive year with the strongest satisfaction scores. Among the 104 hotel brands included in the benchmark comparison, Marriott's luxury brand The Ritz-Carlton ranked highest. The study surveyed nearly 45,000 guests between May 2025 and May 2026.
- This year's results show that "guest experience improvements are driven by positive interactions with hotel staff, higher-quality food and beverage, and improved room conditions," said Andrea Stokes, JD Power's hospitality practice lead, in a statement. The annual study, now in its 30th year, also revealed shifting guest preferences regarding technology and wellness.
In-Depth Insights
Although the average daily rate (ADR) for U.S. hotels rose about 1% year-over-year, the study shows travelers still felt they received greater value for their spending over the past year. Guest satisfaction also improved across all other dimensions of hotel stays, particularly in food and beverage and facility maintenance.
"Improvements such as the courtesy of front desk staff, responsiveness to guest requests, and the upkeep of shared amenities like pools and fitness centers are all enhancing guests' overall perception of their experience," Stokes said.
The upscale segment ranked second in satisfaction scores, with Drury Hotels ranking highest among competitors in that segment. Meanwhile, Tru by Hilton topped overall customer satisfaction in the midscale segment for the fourth consecutive year, while Microtel by Wyndham led in the economy segment.
The study also revealed shifting guest expectations. For example, smart TVs with streaming capabilities have transitioned from a premium room amenity to a standard feature. Last year, Stokes noted there was a "significant opportunity" to influence guest satisfaction through in-room technology upgrades such as smart TVs.
Over the past year, guests have also placed greater emphasis on health and wellness, considering daily room cleaning, filtered water stations, and fitness centers as "must-have" amenities. Additionally, the study shows that artificial intelligence tools are "beginning to reshape the hotel discovery process," with younger generations using the technology most frequently, Stokes added.