LOS ANGELES, Aug 31 / Hotels run by Marriott International Inc. MAR and Hilton Hotels Corp. HLT received a gold star for customer satisfaction, in an industry where brand loyalty plays only a minor role, according to a survey released on Friday.

Among the six major hotel segments ranging from budget to luxury, Marriott-operated chains scored No. 1 or No. 2 in each of the five categories where the company had a brand, according to the survey by J.D. Power and Associates.

Hilton brands, meanwhile, finished first or second in four of the five categories where the company was represented.

Marriott's Fairfield Inns topped the survey's economy/budget segment, while its Courtyard brand topped the mid-price full food service group. Its Residence Inns finished No. 2 among extended stay hotels, while its Ritz Carlton hotels finished second in the luxury segment.

For Hilton, the company's Hampton Inns and its Homewood Suites topped the mid-price limited food service and extended stay segments, respectively. Its Hilton Garden Inns were No. 2 among mid-price full food service hotels.

In the upscale segment, which contains many of the nation's most familiar brands, Embassy Suites, a brand of Hilton Hotels Corp. HLT, took the No. 1 spot, followed by Marriott hotels and Marriott's Renaissance hotels at Nos. 2 and 3.

Omni hotels finished fourth, followed by Hilton hotels. Westin hotels, a brand of Starwood Hotels & Resorts Worldwide Inc. HOT, and Hyatt hotels tied for sixth, with each receiving a 100 rating – the segment average.

Bryan Maher, an analyst at Credit Lyonnais Securities, said he was not surprised at the strong showings by Marriott and Hilton.

"That's the business they're in – guest satisfaction and quality and consistency, which is what the majority of their customers are looking for."

The survey found that the three most important elements to a customer's satisfaction are the guest room, departure process and pre-arrival/arrival experiences, said Linda Hirneise, director of the hotel practice at J.D. Power.

"More than one-half of all guests rate their overall satisfaction as high, but only approximately one-third show strong loyalty to a given hotel chain," she said.

At the other end of the spectrum, brands operated by Choice Hotels International Inc. CHH and Cendant Corp. CD were more likely to appear on the negative end of the ratings than the positive.

Choice hotel brands that finished at or below averages in their segments included Econo Lodge, Comfort Inn, Clarion hotels, Quality Inns and Comfort Suites. The company's Sleep Inns scored a 100, or the segment average, in the mid-price limited food service segment.

Cendant brands that finished at or below their segment averages included Days Inn, Knights Inn, Travelodge and Howard Johnson. Super 8 was Cendant's lone brand to score above the industry average.

Among other well-known brands: Holiday Inns and Four Points by Sheraton scored above average in the mid-price full-service segment, while Four Seasons Hotels Inc. FS topped the luxury segment.

Major brands to score at or below average for their segments included Sheraton, a Starwood brand and Doubletree, a Hilton brand.

SOURCE: REUTERS