Guest satisfaction is without doubt the goal of every hotelier. Without excelling here, few properties can continue profitable growth. Before long they will end up losing a brand, if they have one, or will go through as many management changes as it takes to get the property turned around. That?s why an increasing number of properties are striving to increase the number of guest comment cards they get and why chain headquarters are now more involved in moving this process along. If you lose a guest because of an unpleasant stay at your property, chances are other properties in the chain will suffer. This can happen if the guest turns off to the entire brand. But this scenario is less likely to happen these days if you believe a just released study of hotel guests conducted by J.D. Power and Associates. According to the well-known consumer research firm, the majority of all guests across all hotel segments, 53%, rate their experience as truly outstanding or excellent. Even more interesting, of those who gave their hotel experience high marks, 95% indicate they probably, or definitely, would return to the same hotel. Some 14% did report experiencing one or more problems with their stay indicating that there is a lot of room for improvement. According to a J.D Power executive, revenue will continue to walk out the front door until every guest has a truly outstanding experience, and the single most important factor affecting this satisfaction is what happens in the guestroom. The simple message here to all of you in management is, no matter how good you think you are doing, more can always be done.