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Free Internet now more important than free breakfast with hotel guests

Complimentary Internet access has surpassed complimentary breakfast as the most important amenity in a new study of hotel guest satisfaction published today.

Complimentary Internet access has surpassed complimentary breakfast as the most important amenity in a new study of hotel guest satisfaction published today.

The study, by J D Power and Associates, now in its seventh year, examines the overall satisfaction of European hotel guests based on seven measures (in order of importance): guest room; costs and fees; hotel facilities; check-in/check-out; food and beverage; hotel services; and reservation. Forty-five hotel brands are measured and ranked in four segments[1]: upper upscale, upscale, midscale and economy.

Overall satisfaction averages 735 on a 1,000-point scale in 2011, down by 10 points from 2010. While satisfaction has decreased across all measures from 2010, the largest decline occurs in the cost and fees measure.  Cost and fees satisfaction averages 682 in 2011, down by 32 points from 2010.

Cost and fees satisfaction in 2011 is comparable to 2009 levels (681). However, in 2009, overall satisfaction averaged 746 - 11 points higher than in 2011. This indicates that aspects of the guest experience outside of cost and fees have deteriorated considerably from 2009.

Prior to the economic downturn, hoteliers improved their offerings, increasing satisfaction with the overall guest experience as well as cost and fees satisfaction.  Subsequently, during the recession, hotel chains reduced prices to stimulate demand which continued to improve satisfaction with cost and until higher rates began driving satisfaction back down in 2010.

Hoteliers also made cutbacks in staffing levels, services and investment in the property to reduce operating costs during this period, which led to the deterioration of satisfaction with the broader guest experience.

“As guests have been coming back, so have their expectations,” said Stuart Greif of J.D. Power and Associates. “Hoteliers, like many businesses, are feeling the strain of trying to maintain lower cost structures until they see more sustainable levels of demand. There is danger, however, in allowing their product and service to continue to deteriorate. It is critically important that hoteliers focus on improving the guest experience.  If not, they risk losing customers, market share and financial viability.”

The study also finds that the availability of Internet service at hotels has has surpassed complimentary breakfast as the most important amenity. In addition, Internet use by hotel guests has nearly tripled during the past six years, with 47 percent of guests saying they used their hotel’s Internet connection in 2011, compared with 17 percent in 2005.

“Guests increasingly expect hotels to offer Internet access that is consistently available and working properly, particularly since Internet access is becoming more widely available in non-hotel settings, such as restaurants and cafes,” said Greif. ”We have reached a point where problems with Internet access will more severely impact guest satisfaction levels with each passing year.”

Hotel guests who are required to pay a separate fee for Internet connectivity are considerably less satisfied with costs and fees, compared with guests who receive Internet access for free or as part of their room rate. In addition, among guests who indicate they experienced a problem with Internet connectivity at their hotel, only 13 percent say they would return to the property for a future stay. In contrast, 28 percent of customers who did not experience a problem with the Internet say they would return.