J.D. Power: Third-Party Operators Lift Scores 14 Points
Guest satisfaction at third-party managed hotels climbed to 696 in 2026, driven by staff training and property investments.
The short answer
Third-party hotel management companies lifted overall guest satisfaction 14 points to 696 in J.D. Power's 2026 benchmark. Columbia Sussex led rankings at 739, while staff service for first-time guests jumped 26 points.
The short version
- Columbia Sussex ranked first among third-party operators with a satisfaction score of 739.
- First-time guest satisfaction with hotel staff service jumped 26 points year over year.
- Only 43% of guests described hotel common areas as inviting in the 2026 study.
Third-party hotel management companies increased overall guest satisfaction by 14 points on a 1,000-point scale to an average score of 696 in 2026, up from 682 in 2025, according to the J.D. Power 2026 North America Third-Party Hotel Management Guest Satisfaction Benchmark. These gains stem directly from focused operator investments in physical property improvements and staff training programs across branded hotel portfolios. [1] [2]
Which management companies achieved the highest guest satisfaction scores?
Columbia Sussex earned the highest score among all evaluated operators with 739 points on the 1,000-point index, Hotel Business reported. [1] Crestline Hotels & Resorts placed second with a score of 718, followed closely by Driftwood Hospitality Management at 717 points. [1] Several operators tied in the study rankings, including Concord Hospitality and White Lodging at 716 points each, and HEI Hotels & Resorts and Remington Hospitality matching at 713 points. [1]
| Operator | 2026 Satisfaction Score | Rank |
|---|---|---|
| Columbia Sussex | 739 | 1 |
| Crestline Hotels & Resorts | 718 | 2 |
| Driftwood Hospitality Management | 717 | 3 |
| Concord Hospitality | 716 | 4 (tie) |
| White Lodging | 716 | 4 (tie) |
| HEI Hotels & Resorts | 713 | 6 (tie) |
| Remington Hospitality | 713 | 6 (tie) |
| Davidson Hospitality Group | 712 | 8 |
| Pyramid Global Hospitality | 703 | 9 |
| Crescent Hotels & Resorts | 702 | 10 (tie) |
| MCR Hotels | 702 | 10 (tie) |
What operational areas drove guest satisfaction gains in 2026?
Investments in frontline workforce execution delivered measurable service returns across branded portfolios, as reported by Lodging Magazine. [2] Staff service satisfaction among first-time hotel guests surged by 26 points year over year. [2] This service surge reflects targeted operator spending on employee training initiatives combined with capital outlays for building updates. [1] [2]
Where are third-party operators falling short with hotel guests?
Common areas and lobbies present the clearest operational deficit for operators, with less than half of surveyed guests rating them positively. [1] J.D. Power found that only 43% of guests view hotel common areas as inviting, while just 48% evaluate those spaces as modern. [1] “Franchised hotel property investments are paying off in higher guest satisfaction compared to last year,” stated Andrea Stokes, hospitality practice lead at J.D. Power, in findings shared by Hotel Business. [1] Stokes noted that the clear opening for operators rests in guest perceptions of hotel lobbies and common areas. [1]
How does the J.D. Power benchmark measure third-party hotel performance?
The study evaluates performance across seven specific operational dimensions listed in order of importance: guestroom, hotel staff service, value for prices paid, check-in/checkout, hotel facility, food and beverage, and hotel connectivity. [1] Now in its seventh year, the benchmark restricts participation to third-party management firms with 14,000 or more branded guestrooms under contract. [1] According to J.D. Power survey parameters detailed in trade reports, the 2026 index reflects responses from 5,642 guests who stayed in a branded hotel within the past 30 days between May 2025 and May 2026. [1]
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Third-Party Hotel Operators Lift Guest Satisfaction 14 Points— Hotel Business
- [2]J.D. Power: Management Investments Lift Hotel Guest Scores— Lodging Magazine
Frequently asked
+What was the overall guest satisfaction score in the 2026 J.D. Power benchmark?
Overall guest satisfaction reached 696 points on a 1,000-point scale in 2026. This marks a 14-point increase from the 682-point average recorded in 2025.
+Which third-party hotel management company ranked highest?
Columbia Sussex earned the top position in the 2026 study with a score of 739. Crestline Hotels & Resorts finished second with 718, and Driftwood Hospitality Management placed third with 717.
+How much did staff service satisfaction improve for first-time guests?
Staff service satisfaction among first-time guests at branded properties rose by 26 points year over year, showing the direct impact of operator investments in employee training programs.
+What operational area shows the largest deficit according to the benchmark?
Lobbies and public spaces showed low sentiment. Only 43% of surveyed guests found hotel common areas inviting, and only 48% considered them modern.
+What criteria did J.D. Power use to qualify operators for the study?
The benchmark evaluates third-party management companies operating 14,000 or more branded hotel rooms. The 2026 findings reflect feedback from 5,642 guests who stayed in branded hotels between May 2025 and May 2026.
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