The J.D. Power 2025 North America Hotel Guest Satisfaction Study reveals that modern travelers increasingly expect smart technology, comfort, and convenience—placing high value on in-room smart TVs, mobile app functionality, and room upgrades. Despite record-high room rates, guests report greater satisfaction across all hotel segments, especially where thoughtful investments in furnishings, digital services, and personalization have been made.
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GLOHotel guests in 2024 reported greater satisfaction and stronger perceptions of value—even as average daily rates (ADR) in the U.S. climbed to a record $158.67—thanks to strategic technology and hardware investments, according to the J.D. Power 2025 North America Hotel Guest Satisfaction Index (NAGSI) Study. Here’s a comprehensive overview of the study’s most important findings:
Smart TVs Are Now Essential
Forty percent of guests now consider in-room smart TVs with streaming capabilities a “need-to-have” amenity, nearly doubling the 21% reported in 2019. In 2024, 72% of hotel rooms included smart TVs—up from 39% five years prior—and 60% of guests used them during their stay. These statistics underline the growing expectation for familiar, home-like digital entertainment in hotel environments.
Hotel Mobile Apps Drive Higher Satisfaction
Guests who use their hotel’s mobile app report satisfaction scores of 699 out of 1,000—68 points higher than those who do not. App features such as streamlined check-in and check-out, room controls, and messaging capabilities significantly enhance the guest experience.
Physical Upgrades Lead to Higher Satisfaction
Even modest capital improvements in rooms are paying off. Guest satisfaction improved with upgrades to room décor and furnishings, bathroom fixtures, and bed comfort. Incremental changes in these investment-heavy areas drove measurable gains in guest perception, without requiring full-scale renovations.
Perception of Value Is on the Rise
Across every hotel segment—from economy to luxury—guests report feeling they received better value for their money. Notably, the greatest improvements came from the upscale, midscale, and economy segments, where upgraded offerings have enhanced the overall guest experience.
Problems Are Rare But Impactful
Only 12% of guests experienced a problem during their stay, such as an odd odor, excessive noise, or check-in issues. However, when problems do occur, satisfaction drops sharply—falling by 217 points from an average of 677 to just 460. This emphasizes the importance of proactive service recovery and consistent quality.
Top-Ranked Hotel Brands by Segment
The study highlights the following brands as leaders in guest satisfaction within their respective categories:
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Luxury: The Ritz-Carlton (779)
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Upper Upscale: Omni Hotels & Resorts (731)
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Upscale: Drury Hotels (738)
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Upscale Extended Stay: Hyatt House (705)
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Upper Midscale: Hampton by Hilton (694)
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Midscale Extended Stay: Home2 Suites by Hilton (711)
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Midscale: Tru by Hilton (723)
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Economy: Microtel by Wyndham (619)
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Economy Extended Stay: WoodSpring Suites (600)
Strategic Investment Pays Off
According to J.D. Power’s hospitality practice lead Andrea Stokes, the industry is at a key turning point. Room rate increases are slowing while guest expectations continue to rise. Thoughtful upgrades—such as décor improvements, smart TVs, and room temperature controls—deliver strong returns on guest satisfaction without requiring massive expenditures.
Study Scope and Methodology
The 2025 NAGSI Study, now in its 29th year, was redesigned for more precise benchmarking and is not directly comparable to previous versions. The report is based on 39,219 responses from branded hotel guests who stayed between May 2024 and May 2025. It evaluates performance across seven key areas: check-in/check-out, connectivity, facilities, food and beverage, guest room, staff service, and value, covering 102 hotel brands across nine segments.
In today’s evolving travel environment, guests expect more—especially in terms of digital integration and comfort. Hotels that combine well-executed room upgrades with seamless tech experiences are best positioned to exceed guest expectations, build loyalty, and justify premium pricing in a competitive market.
Source: J.D. Power
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