Hotel Staff and Services Improve Guest Satisfaction
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The Ritz-Carlton, Fujiya Hotel, JR Kyushu Hotel and Super Hotel Rank Highest in Hotel Satisfaction in Their Respective Segments
TOKYO: 26 November 2014 — Enhancement of guest services and staff attentiveness increase guest satisfaction and their intent to stay at that hotel again, according to the J.D. Power Asia Pacific 2014 Japan Hotel Guest Satisfaction Index StudySM released today.
The study, now in its ninth year, measures hotel guest satisfaction across seven factors: reservations; check-in/ check-out; guest rooms; food and beverage; hotel services; hotel facilities; and cost and fees. Hotels are evaluated in four segments, which are based on the room rate per night and guest room size.
The study finds that overall guest satisfaction is 40 points higher (on a 1,000-point scale) among guests who used a hotel service such as the fitness or bath facilities, laundry service, in-room service or Internet access than among guests who did not use a hotel service. Overall satisfaction is 70 points higher among guests who used multiple services.
In addition, overall satisfaction among guests who have interaction with the hotel staff during their stay, such as a greeting from the housekeeping staff or a restaurant server is more than 50 points higher for high-price hotels (727 vs. 654) and more than 30 points higher for low-price hotels (642 vs. 592) than among guests who have no interaction with the hotel staff during their stay.
Furthermore, satisfaction increased by an additional 50 points when guests indicated that the hotel staff “always smiled.”
“Many hotel chains have made long-term investments to improve their properties, and are benefitting from increased satisfaction when their guests utilize their services,” said Chie Numanami, senior manager at J.D. Power Asia Pacific. “However, as part of the investment is in automated methods of check-in and check-out that tend to reduce the number of human touch points, it is important that they use the additional staff time gained to offer a warmer, more personalized experience for their guests as the people aspect plays a vital role in guest satisfaction and loyalty.”
The study finds that satisfaction leads to an increase of approximately 50 percent in revisit intention. Among guests who have interaction with hotel staff, 32 percent indicate they intend to stay at that hotel again. Intended loyalty drops to 22 percent among guests who do not have interaction with hotel staff.
- Of the 2,089 hotels of the 142 chains examined in the study, 44 were new hotels that opened between July 2013 and June 2014. Although the 44 new hotels have higher satisfaction scores than existing hotels (689 vs. 659), this is only because high ratings for guest rooms and hotel facilities boost overall satisfaction.
- Among guests at the new hotels, 38 percent the hotel staff provided warm, attentive service, while 40 percent of guests at existing hotels indicated the same.
- Twenty percent of hotel guests indicate they have experience a check-in and 23 percent have a problem with their room reservation.
The following hotel brands rank highest in guest satisfaction within their respective segments:
¥35,000 or More per Night Segment
The Ritz-Carlton ranks highest for the ninth consecutive year, with an overall score of 776. The Ritz-Carlton performs particularly well in the reservations, guest rooms, food and beverage, hotel facilities and hotel services factors. Imperial Hotel ranks (767) and performs particularly well in the check-in/check-out and cost and fees factors, while Westin (714) ranks third.
¥15,000 to Less than ¥35,000 per Night Segment
Fujiya Hotel Chain ranks highest with a score of 718. Fujiya Hotel Chain performs particularly well in the food and beverage, check-in/check-out and hotel services factors. Renaissance (717) ranks second, performing particularly well in the guest rooms and reservations factors. Royal Park (710) ranks third and performs particularly well in the hotel facilities factor.
¥9,000 to Less than ¥15,000 per Night Segment
JR Kyushu Hotel ranks highest with a score of 672. JR Kyushu Hotel performs particularly well in the hotel facilities factor. Richmond Hotel (669) ranks second and performs particularly well in the guest rooms, check-in/check-out and reservations factors. Candeo Hotels (666) ranks third and performs particularly well in the cost and fees and food and beverage factors.
Less than ¥9,000 per Night Segment
Super Hotel ranks highest with a score of 654, performing particularly well in the guest rooms, check-in/check-out and reservations factors. Chisun Inn (637) ranks second and Comfort (634) third.
The 2014 Japan Hotel Guest Satisfaction Index Study is based on responses from 20,840 guests 18 years and older who stayed in a hotel in Japan during the previous 12 months. The online study, which examines 142 hotel groups and chains nationwide, was fielded in August 2014’
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 In the less than ¥9,000 per night segment, breakfast is a factor rather than food and beverage.