JD Power: Hotel Management Companies Drive Guest Satisfaction Growth :: Hospitality Trends

Hotel management companies are successfully enhancing the guest experience at their branded hotels, according to the JD Power 2026 North America Third-Party Hotel Management Guest Satisfaction Benchmark,^SM released today. Overall guest satisfaction increased 14 points (on a 1,000-point scale) to 696, up from 682 in 2025. The benchmark, based on hotel stay feedback from 5,642 guests, reflects efforts by hotel management companies to invest in both the property itself and hotel staff training.

“Franchised hotel property investments are paying off in higher guest satisfaction compared to last year,” said Andrea Stokes, hospitality practice lead at JD Power. “Where we see further opportunity is in guest perceptions of hotel lobbies and common areas.”

The benchmark found that while guest satisfaction is climbing across most areas, common areas remain an opportunity. Only 43% of guests perceive hotel common areas as inviting and just 48% view them as modern. This indicates where hotel owners and operators have white space to elevate the overall guest experience.

Study Rankings

Columbia Sussex ranks highest with a score of 739. Crestline Hotels & Resorts (718) ranks second, followed by Driftwood Hospitality Management (717).

For more information about the North America Third-Party Hotel Management Guest Satisfaction Benchmark, visit https://www.jdpower.com/business/third-party-hotel-management-guest-satisfaction-benchmark.

The North America Third-Party Hotel Management Guest Satisfaction Benchmark, now in its seventh year, evaluates guest satisfaction with branded hotels that are operated by the largest third-party hotel management companies. It is based on seven dimensions (in order of importance): guest room; hotel staff service; value for prices paid; check-in/check-out; hotel facility; food and beverage; and hotel connectivity. The benchmark includes third-party hotel operators with 14,000 or more branded hotel rooms under management. The 2026 benchmark is based on 5,642 survey responses for past 30-day branded hotel stays from May 2025 through May 2026.