Research: What's Driving Guest Satisfaction (and Dissatisfaction) Today - Forrest Morgeson

In this episode, we dive deep into guest satisfaction in today's landscape and how it's changing with Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the American Customer Satisfaction Index.

Listeners will learn about:

• The latest findings from the American Customer Satisfaction Index (ACSI®) Travel Study 2023-2024.
• How the lodging industry has rebounded post-pandemic, with specific examples from leading brands like Hilton and Marriott.
• The impact of staffing levels, operational changes, and customer service improvements on guest satisfaction.
• The role of technology in enhancing the guest experience, balanced with the irreplaceable value of human interaction.
• Evolving guest expectations and how they are shaping the services provided by the hospitality industry.
• The diverging experiences and satisfaction levels of business versus leisure travelers.
• The emergence of Airbnb and its influence on the lodging business.

This episode is packed with actionable advice for lodging operators on improving guest satisfaction and building long-term loyalty. Whether you're an industry vet or new to the field, this discussion will give you insights to anticipate changes and innovate effectively in your hospitality business.

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If you found this episode interesting or helpful, send it to someone on your team so you can turn the ideas into action and benefit your business and the people you serve!

Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands