1. 2019 Hotel Guest Satisfaction Study: Alternative Lodging Users
Jenni Corwin
Lead Analyst – Consumer Insights
J.D. Power Travel & Hospitality Practice

2. Background and Methodology
Alternative Lodging Behaviors
Research
Reservation
Arrive
On Property Experience
Depart
Post-Stay
The J.D. Power Hotel Guest Satisfaction Index Study was redesigned in 2019, its 23rd year of syndication, to include more of the guest journey and lodging utilization
2018 J.D. Power Hotel Guest Satisfaction Study
2019 J.D. Power Hotel Guest Satisfaction Study
Alternative lodging questions were added to the screener of the 2019 NAGSI study, allowing us to compare three distinct groups – Alternative Lodging Only Users, Hotel Only Users and Users of Both Alternative Lodging and Hotels. Today we will focus primarily on the Hotel Only and Both Alt Lodging and Hotel User groups.

3. Objectives
How do alternative lodging experiences affect hotel guest experiences?
Why does disruption impact guest experiences this way?
How can hoteliers capitalize on this?

4. 53% of hotel guests report using alternative lodging in the past 90 days

5. Alternative lodging users at hotels…
Are more satisfied with the hotel experience than non-users
Are just as loyal as non-users
Are just as likely to advocate for the brand as non-users
While these guests represent a risk to occupancy or a reduced ‘share of wallet’ – they represent an opportunity to increase guest satisfaction and potential to cultivate future loyal guests

6. Who uses both hotels and alternative lodging?
Compared to Hotel Only users, users of ‘both’ are more likely to be…
Employed Full-Time
Gen Y
( )
General Profile
College Educated
Single
First Time Guests
Non-Loyalty Program Members
At Hotels
OTA Users
Review
Readers

7. Hotel or Alternative Lodging?
User of both are more likely to use…
…Alternative Lodging When
…A Hotel When
With Family
Alone
Space is a
Concern
On a Bleisure Trip
In a Downtown Area

8. Why Alternative Lodging?
User of both say they choose alternative lodging over traditional hotels based on…

9. When hotels offer authentic local experiences…
…Satisfaction and loyalty are increased substantially.
63% of guests
51% of guests

10. Why Hotels?
User of both say they choose their hotel brand based on…

11. When Alternative Lodging Users Stay In Hotels
They spend less time in the guest room…
When guests spend the majority of their time in the hotel room satisfaction is 19 points below average

12. When Alternative Lodging Users Stay in Hotels…
They are more likely to experience all the hotel has to offer…
Overall Satisfaction is 63 points below average when guests experience “No Services or Amenities” during their stay

13. Both guest types are more likely to user services & amenities when…
They know they exist and how to find them.

14. Putting it All Together
Many hotel guests have also experienced alternative lodging
These guests are actually more satisfied and just as loyal as non alternative lodging users
Guests choose between hotels and alternative lodging based on different travel needs
Understanding these needs and offering attractive hotel options may ‘win back’ some guests
Alternative lodging users tend to be more informed hotel guests
They make greater use of what the hotel has to offer and spend less time in the guest room
Ensuring all guests are aware of all your property has to offer increases guest satisfaction
Ideally this should be done at or before check-in