While hotel cleanliness has historically been an important focal point for hotel guests, the COVID-19 pandemic has amplified its importance, according to the J.D. Power 2020 North America Hotel Guest Satisfaction Index Study.

Satisfaction with guest room cleanliness has been climbing steadily for many years, as most hotels already adhered to very high housekeeping standards, noted Andrea Stokes, hospitality practice lead at J.D. Power. However, the spread of coronavirus has created new urgency in the industry to boost health and cleanliness protocols in efforts to reassure returning travelers.

The survey found another critical variable for the industry right now is proactive communication with guests, both about the specific steps hotels are taking to protect guests and about any service and amenity limitations due to COVID-19.

Also important to survey respondents was the need for hotels to be upfront about capacity restrictions and limitations regarding restaurants, pools, fitness centers and spas.