TROY, Michigan—According to the J.D. Power 2026 North America Third-Party Hotel Management Guest Satisfaction Benchmark, hotel management companies are successfully enhancing the guest experience at their branded hotels. Overall guest satisfaction increased 14 points (on a 1,000-point scale) to 696, up from 682 in 2025. Staff service satisfaction among first-time guests at the hotel improved by 26 points year over year. The benchmark, based on hotel stay feedback from 5,642 guests, reflects efforts by hotel management companies to invest in both the property itself and hotel staff training.
“Franchised hotel property investments are paying off in higher guest satisfaction compared to last year,” said Andrea Stokes, hospitality practice lead at JD Power. “Where we see further opportunity is in guest perceptions of hotel lobbies and common areas.”
The benchmark found that while guest satisfaction climbed across most areas, common areas remained an opportunity. Only 43 percent of guests perceived hotel common areas as inviting, and just 48 percent viewed them as modern. This indicated where hotel owners and operators have white space to elevate the overall guest experience.
