What’s behind the rise in hotel guest satisfaction

From smart TVs to better beds, targeted investments are turning higher rates into higher perceived value across all hotel segments

In 2024, U.S. hotels achieved a record-high average daily rate (ADR) of $158.67, yet travelers across all segments—from economy to luxury—felt they received better value for their money. According to the 2025 J.D. Power North America Hotel Guest Satisfaction Index Study, this improved perception is largely due to enhancements in room quality and amenities, especially smart TVs and upgraded furnishings. As room rate growth begins to stabilize, hotel investments in guest comfort and technology are proving effective in boosting satisfaction.

Key takeaways

• Smart TVs are now a “must”: 40% of hotel guests now view smart TVs or streaming capabilities as essential (up from 21% in 2019), with 72% reporting their room had one.
• Room upgrades are paying off: Satisfaction has improved notably in areas where hotels invested heavily, including room décor, bathroom fixtures, and bed comfort.
• Perceived value up across the board: Guests in all hotel segments feel they’re getting more value for the rate paid—especially in the upscale, midscale, and economy tiers.
• Hotel app usage correlates with higher satisfaction: Guests using a hotel’s mobile app reported satisfaction scores 68 points higher than those who did not.
• Problems remain rare but impactful: Just 12% of guests reported a problem during their stay, but when issues occur, satisfaction plummets by 217 points.

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