Owners continue to grapple with how to serve guests’ evolving needs in efficient and cost-effective ways, particularly in light of where we are in the current lodging cycle.

With this in mind, J.D. Power concluded in its 2018 study that hoteliers should return their focus to service. “It’s financially going to be easier to improve a hotel’s service level than it would be to make large-scale room renovations or upgrade your entire facility,” Corwin says. “One of the main drivers of satisfaction, especially in economy and midscale hotels, is consistency. We see brands that don’t have identical amenities or identical rooms that score very well in consistency because their service is consistent.”

Related: Guest experience vs. guest engagement: Which matters most?