Report: Managed Hotels See Increased Satisfaction

• Satisfaction rose 14 points to 696.
• The guest experience increases depending on the rooms.
• Common areas require more attention.

GUEST SATISFACTION at branded hotels managed by third parties rose 14 points to 696 in 2026, up from 682 in 2025, according to JD Power. The guest experience has improved in all operating areas, especially in the guest rooms.

J.D. Power’s 2026 North American Third-Party Hotel Management Guest Satisfaction Study found that staff satisfaction among first-time guests increased 26 points from a year earlier.

“Investing in franchised hotel properties is paying off in increased guest satisfaction compared to last year,” said Andrea Stokes, JD Power Hospitality Practice Leader. “We see additional opportunities in the guest experience of hotel lobbies and common areas.”

According to JD Power, this figure is based on reviews from 5,642 guests and reflects management companies’ investment in property and staff training. Columbia Sussex took first place with 739 points, followed by Crestline Hotels & Resorts with 718 and Driftwood Hospitality Management with 717.

The study says common areas remain an opportunity for hotel owners and operators. Only 43 percent of guests find them attractive, while 48 percent think they are modern.

The benchmark, now in its seventh year, covers branded hotels managed by third-party management companies, JD Power said. It includes operators with at least 14,000 branded rooms and measures seven aspects: guest room, staff service, cost, check-in/out, hotel services, food and beverage, and connectivity.

The 2026 benchmark is based on survey responses from branded hotels over the past 30 days, collected from May 2025 through May of this year. Investments in real estate and staff training are helping to improve guest satisfaction, while hotel lobbies and common areas remain areas for improvement.

In July, the J.D. Power 2026 North America Hotel Guest Satisfaction Index study found improvements across all touchpoints, despite a 1 percent increase in ADR compared to last year. The study marks 30 years of tracking guest expectations and hotel performance.