Hotel patrons value the presence of Smart TVs and efficient mobile apps, survey by J.D. Power reveals
In the recently released 2025 North America Hotel Guest Satisfaction Index (NAGSI) Study, The Ritz-Carlton has claimed the top spot in the Luxury segment. The study, conducted by J.D. Power, provides insights into factors that contribute to increased satisfaction among U.S. hotel guests.
The study highlights several key areas that have significantly impacted guest satisfaction. One such area is Technology and Amenities, with Smart TVs becoming increasingly essential. In fact, 40% of guests now consider them a "need to have," up from 21% in 2019. Seventy-two percent of guests reported having smart TVs in their rooms, and 60% used them during their stay. Mobile Apps have also contributed to improved guest experiences, though the study underscores the more significant impact of smart TVs and other in-room technologies.
Another significant contributor to higher satisfaction levels is Room Conditions and Decor. Investments in guest room décor and furnishings, along with bathroom updates, have been noted as key factors. Guests have reported perceiving better value due to improved room conditions and cleanliness.
Service and Overall Experience are also crucial elements. The study emphasises the importance of providing comforts of home, especially as travel complexities increase. Brands like Omni Hotels & Resorts have achieved high satisfaction by focusing on staff service, guest room experience, and overall hospitality excellence.
Despite record-high room rates, hotels that invested in both physical amenities and technology have experienced increased guest satisfaction. The study measures overall hotel guest satisfaction based on performance in seven core dimensions: check-in/check-out, connectivity, facilities, food and beverage, guest room, staff service, and value.
In other segments, Microtel by Wyndham ranked first in the Economy segment for a third consecutive year, while Drury Hotels ranked first in the Upscale segment. Hampton by Hilton and Home2 Suites by Hilton maintained their first-place positions in the Upper Midscale and Upper Midscale/Midscale Extended Stay segments, respectively.
Hotel guest perceptions of value received for nightly rate paid increased in every hotel segment in 2025. Hotel app users have an overall satisfaction score 68 points higher than those who do not use the hotel's mobile app. Tru by Hilton and Hyatt House topped the Midscale and Upscale Extended Stay segments, respectively, for the third and fourth consecutive years.
Overall, guest satisfaction significantly improved in investment-heavy areas like guest room furnishings and bathroom fixtures in 2025. Nearly three-fourths of guests indicated their room included a smart TV in 2025, with 60% using them during their stay. However, problems during a hotel stay can still significantly decrease guest satisfaction scores, with an average rate of 12% of guests experiencing such issues.
In conclusion, the 2025 NAGSI Study offers valuable insights into factors that contribute to increased guest satisfaction in the hotel industry. Investments in technology, room conditions, and service have proven to be key drivers of satisfaction, demonstrating the importance of a well-rounded approach to guest experiences.
- The study shows that investments in technology, such as Smart TVs and mobile apps, have significantly impacted guest satisfaction in the hotel industry, with 40% of guests now viewing Smart TVs as a necessity.
- Improvements in room conditions and decor, like updates to guest room décor and furnishings, have been noted as key factors contributing to increased guest satisfaction, as guests perceive better value due to these improvements.
