Despite record-high room rates, hotel guests across all segments report higher satisfaction and an improved sense of value, according to the J.D. Power 2025 North America Hotel Guest Satisfaction Index (NAGSI) Study. The study, released today, found that satisfaction has grown due to better guest room conditions, cleanliness, and amenities such as smart TVs.
“We’re at an important inflection point in the travel marketplace where several years of record-high hotel demand and the pace of room rate increases is starting to slow,” said Andrea Stokes, hospitality practice lead at J.D. Power. “Hotel owner and operator investments in guest room décor and furnishings, in addition to bathroom updates, are paying off in higher satisfaction. One area in which hotels can significantly influence guest satisfaction without massive capital expense is with technology like smart TVs and updated room temperature controls. Travel is becoming more complex with the potential for flight delays or increased road traffic, so guests want hotels to provide the comforts of home.”
Smart TVs have become essential. Forty percent of guests cited “smart TV/ability to stream my entertainment” as a “need to have,” up from 21% in 2019. Seventy-two percent said their room included a smart TV, and 60% said they used it during their stay.
Guest satisfaction improved in several investment-heavy areas, including condition of furnishings and décor (+.05), bathroom fixtures (+.05), and comfort of bed (+.04). Perceptions of value received for nightly rate also rose across all hotel segments, with the biggest gains in upscale, midscale, and economy.
A separate analysis based on the same J.D. Power study found that “third-party hotel management companies deliver better guest experiences than branded operators,” further reinforcing the importance of operational excellence in driving satisfaction.
Mobile app usage significantly boosted satisfaction. Guests who used their hotel’s mobile app reported an average satisfaction score of 699, compared to 631 for those who did not.
Problems during a stay, though uncommon, had a major negative impact. Only 12% of guests reported an issue, but when problems occurred, satisfaction dropped 217 points, from 677 to 460.
In the 2025 study, the top-performing brands in guest satisfaction by segment were:
-
Luxury: The Ritz-Carlton (779)
-
Upper Upscale: Omni Hotels & Resorts (731)
-
Upscale: Drury Hotels (738)
-
Upscale Extended Stay: Hyatt House (705)
-
Upper Midscale: Hampton by Hilton (694)
-
Upper Midscale/Midscale Extended Stay: Home2 Suites by Hilton (711)
-
Midscale: Tru by Hilton (723)
-
Economy: Microtel by Wyndham (619)
-
Economy Extended Stay: WoodSpring Suites (600)
J.D. Power noted that the 2025 NAGSI Study was redesigned, making its scores not directly comparable to previous years. Now in its 29th year, the study analyzes guest satisfaction across seven dimensions: check-in/check-out, connectivity, facilities, food and beverage, guest room, staff service, and value. The findings are based on responses from 39,219 guests for stays between May 2024 and May 2025, evaluating 102 hotel brands across nine segments.
