Hotel satisfaction not what it used to be, demands likewise

In the 1990s and early 2000s, the “100 percent Satisfaction Guarantee” was all the rage among many hotels. The gist was simple: Encounter a problem and receive your money back.

These days, travelers are unlikely to find such confident promises. Meanwhile, satisfaction rates are lower than ever. But it’s not because the guarantee is gone. It’s because it was there in the first place.

Hotel satisfaction is worse than ever

According to the American Customer Satisfaction Index’s Travel Study 20212022, which interviewed 6,000 travelers between from 2021 to 2022, satisfaction fell 2.7 percent during that time period. Meanwhile, many hospitality workers say complaints are soaring.

While pandemic-related issues such as a pause on breakfast buffets are partially to blame, the ongoing slump has been agitated — not driven — by the pandemic.

ACSI’S numerical scores have been trending downward over the past decade, from a peak score of 77 in 2012 to just 71 in 2022.

The problem with the 100 percent satisfaction guarantee

Beyond eating into hotel profits (and decreasing money to invest elsewhere), it may have inadvertently adjusted consumer demands.

“Try as hard as you might — and most hotel staff bend over backwards — you can’t manage everyone’s unique and often-unrealistic expectations,” says hospitality consultant Colleen Carswell.

Hampton by Hilton is generally credited with creating the first-ever hotel 100 percent satisfaction guarantee (the guarantee was established before its former-parent company, Promus, was acquired by Hilton in 1999).

Shruti Gandhi Buckley, global brand head for Hampton by Hilton, says its introduction “was instrumental in providing guests confidence that they would have a seamless and problem-free stay. If their expectations weren’t met, we would refund their money, no questions asked.”

But some travel experts suspect this trained guests to believe that complaining equals compensation.

Gandhi Buckley maintains that abuse wasn’t actually the problem, adding that while “guests would sometimes have unusual rationale against invoking the guarantee,” fewer than 1 percent of guests actually tried claiming refunds.

Yet Hilton reevaluated the offer after more than a decade. Now, it’s still a “100 percent Hampton Guarantee,” but the outright refund language is gone.

How to ensure you get hotel service you deserve

BE REALISTIC: Understand that a lower-cost motel likely won’t treat you as generously as a luxury resort.

READ ONLINE REVIEWS: A previous traveler might tip you off to the soggy waffles.

ASK NICELY: While Hampton still offers a refund when warranted, Gandhi Buckley says it’s common to receive other types of compensation. If your room isn’t ready at check-in, you might receive a free snack.

In situations where staff cannot fix the problem, polite escalation can be necessary.

HOLD ELITE STATUS: Andrea Stokes, hospitality practice lead at J.D. Power, says it’s more common to receive money-back guarantees when booking with elite status, as hotels prioritize customers expected to return.

USE TRIP INSURANCE:

In truly untenable situations, trip insurance might help. Coverage varies by policy — and you’re unlikely to find one that covers soggy waffles. But most policies cover situations including the bell desk losing your luggage or severe weather preventing you from arriving. Also, many credit cards offer travel insurance for trips purchased on that card.

First seek compensation from the hotel. If those efforts don’t work, ask your insurer.