Hampton Inn and Marriott are Top Hotel Brands in CX Ratings

This post examines the 12 hotel brands included in the 2012 Temkin Experience Ratings.

Hampton Inn and Marriott were the top rated hotel brands and the only two to receive “good” ratings. The next seven hotel brands earned “okay” ratings while the bottom three hotel brands in the ratings—Days Inn, Motel 6, and Super 8—earned “poor” ratings.

The average ratings for the hotel industry placed it sixth out of 18 industries in the study. Temkin Group also analyzed the changes between 2011 and 2012 and found that the hotel industry is one of three industries with a decline in its customer experience ratings over the previous year.

Super 8 and Motel 6 earned the largest increase over last year’s ratings, while five other hotel brands also improved. Heading in the other direction, Hyatt and Days Inn earned the sharpest decrease between 2011 and 2012.

Do you want to see the data? Go to the Temkin Ratings website where you can sort through all of the results for free. You can even purchase the underlying data if you want to get more access.

The bottom line: Hotels could add a bit more hospitality to their experience

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

4 Responses to Hampton Inn and Marriott are Top Hotel Brands in CX Ratings

  1. Sam Gardsbane says:

    Bruce, did Starwood not participate? Didn’t see them. Thanks, Sam

    • Bruce Temkin says:

      Sam: No worries, we didn’t ignore Starwood 🙂 Sheraton and Westin were in our research study, but neither brand reached our minimum threshold of 100 respondents to be included in the published ratings. Sheraton, however, was very close (96 respondents).

  2. joshua says:

    for which segment in the hotel industry is this survey dealing with ? business, leisure or something else ??

    • Bruce Temkin says:

      Joshua: The assessment does not split out business and leisure travelers, so the ratings represent the actual split for each hotel chain. Thanks for asking!

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