The study found that quality of sleep is one of the most important components of the guest experience with the potential to drive overall satisfaction and brand loyalty, but the majority of hotels are not delivering better-than-expected sleeping conditions.

Delivering a superior sleep experience - from the quality of the bed, linens, and pillows to the ambient sound and temperature of the room - is a huge opportunity for hotels to differentiate themselves from the pack and earn significant goodwill with guests.

Of all the discrete variables of the hotel guest experience J.D. Power measures, a better-than-expected night’s sleep is the one with the potential to drive the highest levels of overall guest satisfaction for those hotels that can deliver.

J.D. Power: Hotels with the highest marks from guests