Aug132010

Comments on JD Power 2010 Midscale Full Service Hotel Guest Satisfaction

While air travelers can usually find a nice upscale hotel in airport locations and big cities, the road warrior and highway driver will likely be familiar with the midscale hotel segment when staying in smaller cities. This is the world of Hilton Garden Inns, Marriott Courtyards and Hyatt Place cookie cutter hotel design so dominant in current hotel construction for a traveling world. Midscale full service hotels offer truly functional rooms with the options of food and a bar. Business centers are common for basic office needs. Exercise facilities, usually with a pool, offer standardized style at mid-price rates ($65 to $125 in most places) and super-sized geographic distribution.

JD Power’s 2010 Guest Satisfaction Survey ranks Midscale Full Service hotel brands. This type of hotel is usually designated Midscale with Food and Beverage (Midscale F&B) in hotel market segment data. The JD Power survey categorizes two classes of Midscale Hotels with the Full Service Segment and Limited Service Segment.

JD Power 2010 North America Hotel Guest Satisfaction Index - Midscale Full-Service Hotel Brands

Graphic is from JDPower.com 2010 North America Hotel Guest Satisfaction Index Press Release

JD Power Midscale Full Service  Ratings report 

Nine major hotel loyalty programs are represented in the midscale full service segment. Hilton, Hyatt, Marriott, and Starwood make the four and five circle ratings for their Midscale F&B brands. 

Hilton Garden Inn and Hyatt Place ranked high with a top Power Circle Rating 5 from JDPower.com ratings. Marriott Courtyard and Starwood’s Four Points come in at the level 4 rated brands. IHG Priority Club is not represented until level 3 Power Circle Rating with Holiday Inn. 

I have stayed frequently in these brands and I guess I prefer Hyatt Place for the room design over a typical Hilton Garden Inn room but I’ll take HGI for the food. Some Four Points have great beer deals. The basic Marriott Courtyard is usually a comfortable lobby. In general I favor the upscale hotels, but I drop down to visit these brands when the price is right and the option works out best for the location. 

Wyndham, Holiday Inn, and Best Western receive three circles in the JD Power ratings.

Holiday Inn has been going through a $1 billion make-over for the past two years. At over 800 hotels in North America the brand is iconic in the hotel world and still growing strong. The disparity between Holiday Inn hotels around the U.S. is a concern, however, international Holiday Inn properties tend to be more in the upscale market in many locations. 

Wyndham Garden Hotels have a three circle rating although this brand is limited in number of hotels with fewer than 20.

Best Western is a solo hotel brand with over 2,200 hotels in the U.S. alone and almost 200 hotels in Canada. Best Western is midscale franchise brand with a wide variety of hotel properties mostly in the form of conversions of existing hotels.

Choice Hotels and Wyndham vie for least desirable mid-scale hotel brands with each representing two of the bottom four ranked chains in the mid-scale full service market. Quality Inn and Clarion Hotels are Choice Privileges brands.

Curiously the Clarion brand ranked slightly lower in guest satisfaction than the Quality Inn brand. Clarion Hotels as a brand was created in the 1980s from the high-end Quality Inn properties.  

Ramada Inn and last ranked Howard Johnson are Wyndham Rewards brands.

Hotel Brands Ranked by Number of Hotels in North America

Best Western (Best Western Rewards) = 2,400+ hotels in North America; 4,000+ globally. 

Quality Inn (Choice Privileges) = about 984 hotels in North America. Quality Inn and Suites locations.  

Holiday Inn (IHG Priority Club Rewards) = 880 Americas; 1,300+ hotels globally

Courtyard by Marriott (Marriott Rewards) = 780 hotels US; 850+ globally.                                                                              Marriott Courtyard Hotel Directory (pdf) 

Ramada Inn (Wyndham Rewards) = 910 hotels globally

Hilton Garden Inn (Hilton HHonors) = 500+ hotels globally; almost all in North America. Hilton Garden Inn Hotel locations: Downloadable PC or Mac HGI e-directory.

Howard Johnson (Wyndham Rewards) = 500+ hotels; almost all in North America.

Clarion Hotels (Choice Privileges) = 175 hotels in North America; 250+ globally. Clarion hotel locations.

Hyatt Place (Hyatt Gold Passport) = 160 hotels. Hyatt Place Hotel Locations 

Four Points by Sheraton (Starwood Preferred Guest) = about 113 hotels North America; 166 hotels globally. Four Points Hotel locations

Wyndham Garden Hotels (Wyndham Rewards) = about 20 hotels. Wyndham Garden locations.

 

Links to Related Loyalty Traveler commentary for different hotel market segments covered in JD Power 2010 North America Hotel Satisfaction Index:

Overview JD Power 2010 North America Hotel Guest Satisfaction Study (Aug 10)

Comments on JD Power 2010 Upscale Hotel Satisfaction Index (Aug 11)

Comments on JD Power 2010 Luxury Hotel Satisfaction Index (Aug 11)

Comments on JD Power 2010 Midscale Limited Service Hotels Satisfaction Index (Aug 15)

Loyalty Traveler comments on JD Power 2010 Economy/Budget Hotel Brand Ratings (August 16, 2010)

Comments on JD Power 2010 Extended Stay Hotel Satisfaction Index (Aug 17)

About Ric Garrido

Ric Garrido of Monterey, California started Loyalty Traveler in 2006 for traveler education on hotel and air travel, primarily using frequent flyer and frequent guest loyalty programs for bargain travel. Loyalty Traveler joined BoardingArea.com in 2008.

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