In Brief: Hotel guest satisfaction in North America has increased for the third consecutive year, with improvements seen across all aspects of the hotel experience, according to the JD Power 2026 North America Hotel Guest Satisfaction Index Study. Enhanced guest rooms, better property upkeep, and the growing use of AI tools for hotel research are contributing to these gains.
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Guest Satisfaction in North American Hotels Rises, JD Power Finds – Image Credit Unsplash+
Study Overview and Key Findings
The JD Power 2026 North America Hotel Guest Satisfaction Index Study, now in its 30th year, reports that guest satisfaction has risen across every measured dimension of the hotel stay. The study, which evaluates 104 hotel brands across nine segments, is based on responses from 44,787 guests who stayed at branded hotels in North America between May 2025 and May 2026.
Overall guest satisfaction improved by 13 points on a 1,000-point scale, reaching 665. The largest gains were seen in value for prices paid (up 18 points), satisfaction with food and beverage (up 14 points), and satisfaction with hotel facilities (up 14 points). These increases were recorded despite a 1% year-over-year rise in the average daily rate for U.S. hotel rooms.
Factors Contributing to Higher Satisfaction
The study attributes the rise in guest satisfaction to several factors. Investments by hotel owners in guest room upgrades, property maintenance, and service quality have led to better guest experiences. Improvements include more positive interactions with hotel staff, higher quality food and beverage options, and enhanced maintenance of shared amenities such as pools and fitness centers.
Front desk staff courtesy, responsiveness to guest requests, and the upkeep of hotel facilities were specifically noted as areas of improvement. These changes have contributed to a more favorable perception of the overall guest experience.
Influence of AI Tools on Hotel Research
This year’s study also highlights the growing role of artificial intelligence (AI) tools in the hotel research process. AI-based research is most prevalent among younger guests, with Generation Y (born 1980-1994) accounting for 49% and Generation Z (born 1995-2012) for 23% of all users who used AI tools to research hotels.
The use of AI tools is beginning to reshape how guests discover and select hotels, although most hotel research is still conducted through traditional online channels.
Changing Guest Expectations and Amenities
Guest expectations for in-room technology and wellness amenities are evolving. Smart TVs with streaming capabilities are becoming standard, available in 74% of guest rooms, and 62% of guests report using them. The availability and usage rates for these features have both increased by 2 percentage points compared to the previous year.
Guests also place higher importance on health and wellness amenities. Daily housekeeping is considered a “need to have” by 46% of guests, filtered water stations by 30%, and fitness centers by 21%.
Top-Ranked Hotel Brands
The study ranks hotel brands by overall guest satisfaction within their respective segments:
Luxury: The Ritz-Carlton (785) (for a second consecutive year)
Upper Upscale: Kimpton (738)
Upscale: Drury Hotels (761) (for a second consecutive year)
Upscale Extended Stay: Hyatt House (728) (for a fifth consecutive year)
Upper Midscale: Hampton by Hilton (704) (for a second consecutive year)
Upper Midscale/Midscale Extended Stay: Home2 Suites by Hilton (700) (for a fourth consecutive year)
Midscale: Tru by Hilton (695) (for a fourth consecutive year)
Economy: Microtel by Wyndham (637) (for a fourth consecutive year)
Economy Extended Stay: WoodSpring Suites (587) (for a fourth consecutive year)
To view the complete rankings, visit: http://www.jdpower.com/pr-id/2026060
Many of these brands have maintained their top positions for multiple years.
Conclusion
The 2026 JD Power study indicates that guest satisfaction in North American hotels is rising due to ongoing investments in guest room quality, property upkeep, and service. The increasing use of AI tools for hotel research and changing expectations for amenities are also influencing guest experiences. The study provides benchmarks for hotel brands aiming to improve quality and service in a competitive market.
