Quality of Sleep Key to Hotel Guest Loyalty, Says J.D. Power
Quality of sleep is one of the most important components of a hotel guest experience, according to the J.D. Power 2019 North America Hotel Guest Satisfaction Index. The report said that sleep has the potential to drive overall satisfaction and brand loyalty, but the majority of hotels are not delivering better-than-expected sleeping conditions. Overall satisfaction scores increase 114 points (on a 1,000-point scale) when hotel guests experience a better-than-expected quality of sleep. Also, 78 percent of satisfied respondents say they “definitely will” return to that property and 71 percent say they “definitely will” return to that brand. The top contributors to sleep and, therefore, higher satisfaction scores, are comfort of bed; quietness of room; comfort/quality of pillows; room temperature and comfort/quality of linens. Satisfaction scores for quality of sleep are also higher when hotels offer beyond-the-basics items such as white noise/sound machines, earplugs and robe/slippers. The highest rate of better-than-expected sleep quality is in the luxury hotel segment (42 percent), followed by the upper upscale (33 percent), upscale (31 percent), upper midscale (28 percent), midscale (28 percent) and economy (23 percent) segments.