Microtel Inns & Suites has done it again. The economy chain ranked first in customer satisfaction in the budget category of the J.D. Power and Associates 2009 North America Hotel Guest Satisfaction Index Study for the eighth straight year. Despite rate reductions and cutbacks in staff and operating expenses, hotel guest satisfaction improved in four of the six segments, according to the study released this morning.

"We are honored that Microtel has been ranked highest in overall guest satisfaction among economy/budget hotel chains by J.D. Power & Associates for an unprecedented 8th consecutive year,” said Roy E. Flora, group president, Microtel Inns & Suites and Baymont Inn & Suites. “We are grateful to our customers for their confidence in us and to our franchisees who consistently demonstrate their commitment to delivering the highest quality experience to our customers from the moment they make a reservation until the time they check out.”

Upscale, midscale full service, midscale limited service and economy/budget showed improved satisfaction, while the luxury segment remained the same and extended stay dipped slightly.

“Many hotel brands have successfully focused on guest satisfaction, despite steep rate discounts, staff declines, reductions in in-room amenities and a halt on renovations,” said Michael Drago, director of the global hospitality and travel practice at J.D. Power and Associates. “These hoteliers know that providing extraordinary guest service in a consistent manner, in both good times and bad, is a recipe for continued success.”

The other brand leaders by category were Four Seasons Hotels and Resorts (luxury), Embassy Suites for a third straight year (upscale), Hilton Garden Inn (midscale full service), Drury Inn & Suites for a fourth straight year (midscale limited service) and Staybridge Suites (extended stay).

“Embassy Suites is thrilled to receive the J.D. Power Award for highest guest satisfaction among upscale, full-service hotels, marking an unprecedented eight times in the last 10 years,” said Jim Holthouser, global head of full service brands, Hilton Hotels Corporation. “Our attentive dedication to our customers and team members, coupled with $600 million in renovations and product upgrades at our hotels, has positioned Embassy Suites to win this coveted award an unprecedented eight times.”

Microtell was bought by Wyndham Hotel Group as part of the U.S. Franchise Systems acquisition last year, along with Hawthorn Suites. Drago says Wyndham Hotel Group and InterContinental Hotel Group improved as a whole significantly from a year ago.

"We're elated about this award from J.D. Power and Associates," said Robert Radomski, IHG's VP, global brand management, extended-stay brands. "We're very proud of the efforts our hotels make day in and day out to ensure their guests are overly satisfied with their stay. Taking top honors in this important guest study means the world to them."

Other key findings from the study:

• Guest awareness for green programs has increased, with 66 percent of guests aware of sustainability initiatives at the hotels they’re staying at.
• The green awareness has a significant impact on guest satisfaction; scores are 160 points higher for guests who are aware of the programs vs. those who aren’t.
• Interestingly, guests making online reservations decreased slightly from a year ago, from 57 percent to 54 percent.

The study is based on responses gathered from more than 66,000 guests from May 2008 to this June.

For more on the study, check out http://www.jdpower.com/travel/articles/2009-North-America-Hotel-Guest-Satisfaction-Study.