New research shows that although average daily rate (ADR) for a U.S. hotel room reached a record high of $158.671 in 2024, guests have a higher perception of value.
According to the J.D. Power 2025 North America Hotel Guest Satisfaction Index (NAGSI) Study, this is true across every hotel category — from economy to luxury — regarding cleanliness, condition and room amenities, such as in-room smart televisions.
“We’re at an important inflection point in the travel marketplace where several years of record-high hotel demand and the pace of room rate increases is starting to slow,” said Andrea Stokes, hospitality practice lead at J.D. Power.
Stokes says that hotel owner and operator investments in guestroom decor and furnishings, in addition to bathroom updates, are paying off with higher rates of satisfaction from guests.
"One area in which hotels can significantly influence guest satisfaction without massive capital expense is with technology like smart TVs and updated room temperature controls,” she said.
Stokes also said that because travel is becoming more complex thanks to the risks of flight delays or increased road traffic, guests are looking for hotels that provide the comforts of home.
Following are some of the highlights of J.D. Power’s latest study, which is based on the responses of 39,219 hotel guests for stays between May 2024 and May 2025.
- Guest satisfaction increased year-over-year with regards to the condition of guestroom furnishings and decor (+.05 points), bathroom fixtures (+.05) and bed comfort (+.04).
- Smart televisions are increasingly becoming a “need-to-have” amenity to 40% of guests (up from 21% in 2019). More than half (60%) say that they use the smart television during their stay.
- Hotel guests who download the hotel’s app are about 11% happier than hotel guests who do not download the mobile app.
- Problems during a hotel stay are rare, at just 12% of stays, but problems greatly impact guest satisfaction (satisfaction declines by 32%).
Hotels With the Highest Guest Satisfaction
The survey measured the performance of 102 brands across nine hotel segments. These brands rank highest in overall guest satisfaction in their segment:
Luxury: The Ritz-Carlton (779)
Upper Upscale: Omni Hotels & Resorts (731)
Upscale: Drury Hotels (738)
Upscale Extended Stay: Hyatt House (705) (for a fourth consecutive year)
Upper Midscale: Hampton by Hilton (694)
Upper Midscale/Midscale Extended Stay: Home2 Suites by Hilton (711) (for a third consecutive year)
Midscale: Tru by Hilton (723) (for a third consecutive year)
Economy: Microtel by Wyndham (619) (for a third consecutive year)
Economy Extended Stay: WoodSpring Suites (600) (for a third consecutive year)
