Skift Take
Overall guest satisfaction with hotels in North America is at an all-time high. Still, that doesn't mean the hotel industry should be congratulating itself; there's still work to be done.
New data shows that hotel guests in North America aren't necessarily booking direct more often than in years past, according to the latest annual J.D. Power and Associates North American Hotel Guest Satisfaction Survey.
The annual survey of 55,000 hotel guests who stayed at a hotel between May 2017 and May 2018 found that direct booking numbers for hotels are flat — despite the fact that guests are more satisfied with their hotel experiences than ever before in the survey's 22-year history.
In this year's study, 67 percent of respondents noted they had booked their hotels direct via a branded hotel channel. By comparison, in 2015 and in 2016, that number was 68 percent.
[caption id="attachment_296700" align="aligncenter" width="436"] Data from the annual J.D. Power & Associates North American Hotel Guest Satisfaction Survey shows that North American hotel guests aren't necessarily booking direct more than before. In this chart, "other" refer
