Hilton topped the list for guest satisfaction among lodging operators, with IHG Hotels & Resorts, Airbnb, and Marriott International following close behind, according to the American Customer Satisfaction Index
Apr 24, 2025
The American Customer Satisfaction Index (ACSI) Travel Study 2025 reports a decline in customer satisfaction across the entire travel sector, including lodging, airlines, car rentals, rideshare services, and online travel agencies. Lodging satisfaction dropped 1% to a score of 76 out of 100, with traditional hotel chains like Hilton and Marriott seeing slight declines, while Airbnb held steady.
Key takeaways
- Airbnb’s strong performance continues to challenge traditional hotels, especially midscale brands with similar price points.
- G6 Hospitality’s Motel 6 ranked lowest in lodging satisfaction with a score of 67.
- Top-ranked hotel brands include Marriott, Hilton, Holiday Inn Express, Hampton by Hilton, and Hilton Garden Inn.
- Customer expectations are shifting due to boutique hotels and bleisure travel trends.
- Business travelers are driving the satisfaction decline, especially in midscale and upper midscale segments.
- Economy brands improved satisfaction by upgrading amenities and food offerings.
- Reservation ease scored highest among lodging satisfaction factors, while food service quality scored lowest.
- Booking.com led online travel agencies in satisfaction, while Orbitz ranked last.
- The study analyzed data from 16,771 surveys conducted April 2024–March 2025.
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