JD Power Reveals North American Hotel Guest Satisfaction Rise
Guest satisfaction at North American branded hotels, managed by third parties, increased significantly. JD Power's 2026 benchmark shows room quality drove gains, but common areas need further enhancement.
Satisfaction Levels Climb for Branded Hotels
Guest satisfaction at branded hotels across North America, specifically those under third-party management, has registered a notable increase. The JD Power 2026 North America Third-Party Hotel Management Guest Satisfaction Benchmark reveals this upward trend. Overall satisfaction figures climbed by 14 points, reaching a score of 696 on a 1,000-point scale.
This marks a positive shift from the 682 points recorded in the previous 2025 benchmark. The comprehensive assessment draws upon feedback collected from 5,642 guests. These respondents provided insights on their stays at various branded hotels between May 2025 and May 2026. The benchmark improvements suggest effective outcomes from ongoing efforts by management companies.
These efforts include strategic investments in property upgrades and enhanced hotel staff training programmes. This demonstrates a clear payoff for franchised hotel property investments compared to last year's performance.
Room Quality Drives Gains, Common Areas Present Opportunity
While overall guest satisfaction improved across most operational areas year-over-year, specific elements drove the gains. Guest rooms, in particular, significantly contributed to the increased satisfaction rates, according to JD Power.
Additionally, first-time guests at a hotel reported a substantial improvement in staff service satisfaction, which climbed 26 points year-over-year. However, the report also identifies areas for further enhancement. Lobbies and other common areas continue to present an opportunity for hotel owners and operators.
Andrea Stokes, JD Power's hospitality practice lead, highlighted this specific aspect. Less than half of surveyed guests, only 43%, perceived these common areas as inviting. Furthermore, only 48% of guests viewed them as modern spaces. This perception gap exists even as many hotels invest in property-wide renovations that specifically target lobby and arrival areas.
Top Performers Identified in Management Sector
The JD Power benchmark also identified leading performers among third-party management companies. Columbia Sussex achieved the highest overall satisfaction score, reaching 739 points on the 1,000-point scale. This Kentucky-based firm manages approximately 50 properties throughout the United States.
Its portfolio predominantly operates under the Hilton and Marriott International banners. Crestline Hotels & Resorts secured the second position with a score of 718. Driftwood Hospitality Management followed closely, ranking third with 717 points. Notably, Davidson Hospitality Group, an Atlanta-based management entity, ranked eighth this year.
This marks a shift, as Davidson previously held the top spot for overall guest satisfaction from 2022 to 2024. The survey's methodology considers seven distinct criteria. These include guest rooms, hotel staff service, value for prices paid, check-in/checkout processes, hotel facility quality, food and beverage offerings, and hotel connectivity.
Implications for Industry Investment and Strategy
This latest benchmark offers clear directives for the North American hospitality sector. Hotel operators should prioritise continued investment in guest room quality, given its significant impact on overall satisfaction. However, the data strongly suggests a strategic focus on lobbies and common areas is now crucial.
Improving the perceived modernity and inviting nature of these shared spaces could significantly elevate overall guest sentiment. Companies like Columbia Sussex demonstrate the potential for achieving high satisfaction scores through effective management and targeted investment strategies.
The consistent returns from robust staff training programmes also underscore their ongoing importance. This report provides an actionable roadmap for property owners and management companies. By addressing these specific areas, the industry can further enhance the guest visit and maintain positive momentum in satisfaction levels across branded hotels.
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