Sleep quality ranked most important part of the hotel experience
Hotels are constantly looking for the latest innovation that will help them stand out from the crowd – but new research has found that simply creating a quality sleep experience could be the key to success.
The J.D. Power 2019 North America Hotel Guest Satisfaction Index (NAGSI) Study found that quality of sleep is one of the most important components of a hotel guest experience with the potential to drive overall satisfaction and brand loyalty, but the majority of hotels are not delivering better-than-expected sleeping conditions.
The key findings of the research revealed that few than 30% of hotel guests have experienced a ‘better-than-expected quality of sleep’, but of those who do, 78% said they would definitely return to the property again. Overall satisfaction scores for a hotel stay, on a 1,000-point scale, increased by an average of 114 points when sleep quality was better than expected.
The study also examined what factors contributed to a quality night’s sleep, which included comfort of bed, quietness of room, comfort/quality of pillows, room temperature and comfort/quality of linens. Satisfaction scores were also higher when hotels offered beyond-the-basics items, such as white noise/sound machines, earplugs, robe/slippers and authentic local decor.
Elsewhere, arrival and check-in presented another opportunity for hotels to enhance the guest experience, with efficiency (check-ins taking five minutes or less), accuracy and a warm welcome all key. Where any of those criteria were not met, overall satisfaction scores fell by as much as 100 points.
“Delivering a superior sleep experience—from the quality of the bed, linens and pillows to the ambient sound and temperature of the room—is a huge opportunity for hotels to differentiate themselves from the pack and earn significant goodwill with guests,” said Jennifer Corwin, Senior Manager of Consumer Insights for Travel & Hospitality Intelligence at J.D. Power. “Of all the discrete variables of the hotel guest experience we measure, a better-than-expected night’s sleep is the one with the potential to drive the highest levels of overall guest satisfaction for those hotels that can deliver.”
The full report can be viewed here.