How Hilton Outpaces Four Seasons, The Ritz-Carlton, Waldorf Astoria, Nobu, Conrad, Belmond in US Hotel Rankings, But IHG Closes in in Satisfactory Trends, New Research is an Eye Opener for Any Hospitality Industry Leader

Published on April 23, 2025

By: Tuhin Sarkar

How Hilton outpaces Four Seasons, The Ritz-Carlton, Waldorf Astoria, Nobu, Conrad, Belmond in US hotel rankings is a striking reality that redefines the hierarchy of hospitality excellence. New research has revealed that Hilton not only outpaces Four Seasons, The Ritz-Carlton, Waldorf Astoria, Nobu, Conrad, Belmond in guest satisfaction metrics but also sets a benchmark for operational consistency, digital transformation, and adaptability across a diverse traveler demographic. While luxury titans like Four Seasons, The Ritz-Carlton, Waldorf Astoria, Nobu, Conrad, and Belmond have long been revered for their ultra-premium offerings, Hilton outpaces them in areas that now matter most to evolving guests—efficiency, loyalty rewards, hybrid travel support, and smart tech.

For the latest travel news, travel updates and travel deals, airline news, cruise news, technology updates, travel alerts, weather reports, insider insights, exclusive interviews, subscribe now to the daily TTW newsletter.

At the same time, IHG closes in, emerging as a formidable force not just among midscale players but in the premium segment, signaling that satisfactory trends are shifting away from legacy brand prestige alone. The fact that Hilton outpaces Four Seasons, The Ritz-Carlton, Waldorf Astoria, Nobu, Conrad, and Belmond in broad-based U.S. rankings isn’t just an accolade—it’s an eye opener for any hospitality industry leader evaluating the future of brand loyalty and guest experience. The research behind these findings is a wake-up call: IHG closes in by refining guest-centric operations, tech-driven personalization, and value-packed service.

For any hospitality industry leader, this new research is an eye opener. As Hilton outpaces Four Seasons, The Ritz-Carlton, Waldorf Astoria, Nobu, Conrad, and Belmond, and IHG closes in on its lead, it’s clear the future of hospitality will favor those who evolve fast and deliver consistently.

Get the latest news and real-time travel industry updates in 104 regional languages, with breaking travel news and live coverage across multilingual platforms.

In the fiercely competitive world of US hospitality, Hilton once again holds the title of America’s most satisfying lodging brand, other than Four Seasons Hotels and Resorts, The Ritz-Carlton, Waldorf Astoria Hotels & Resorts, St. Regis Hotels & Resorts, Park Hyatt, The Peninsula Hotels, Rosewood Hotels & Resorts, Mandarin Oriental Hotel Group, Auberge Resorts Collection, Montage Hotels & Resorts, Fairmont Hotels & Resorts, Belmond, EDITION Hotels, Thompson Hotels, Nobu Hotels, Aman Resorts, Banyan Tree Hotels, The Langham, Conrad Hotels & Resorts, JW Marriott scoring 80 in the latest 2025 ACSI (American Customer Satisfaction Index) results. Despite a modest 1% dip from last year, Hilton remains the gold standard in customer satisfaction across the hotel sector. However, the gap is narrowing fast. IHG Hotels & Resorts, buoyed by strong performances from brands like Holiday Inn Express and Staybridge Suites, rose by 1% to a score of 79, signaling a clear shift in traveler sentiment. Hilton can no longer afford complacency.

What’s driving Hilton’s consistency is its deeply integrated loyalty ecosystem, global recognition, and consistent service across flagship brands like Hilton Hotels & Resorts, Hampton, and Hilton Garden Inn. These brands continue to resonate strongly with both business and leisure travelers thanks to their cleanliness, staff courtesy, and reliable amenities. Hilton’s global footprint, combined with a digital-first approach including app-based check-ins, smart room technology, and flexible cancellation policies, plays a critical role in maintaining its leadership.

But satisfaction is no longer just about service—experience personalization and flexibility are rapidly becoming top differentiators. As more guests blend work and leisure (the rise of “bleisure” travel), expectations around hotel ambiance, workspace availability, and extended stay features are changing. Hilton must now compete not only with traditional rivals like Marriott and IHG, but also with disruptive platforms like Airbnb, which are increasingly being favored for longer, more customizable stays.

Despite its current position, Hilton’s hold on the throne may be tested further in 2026 as brand loyalty begins to hinge more on lifestyle alignment than legacy reputation.

Get all the latest US travel news in English today, as well as the latest travel and tourism industry news from the UK, Europe, Asia, America, Africa, Australia, New Zealand, India and the rest of the world. Subscribe our Travel newsletter in your inbox.

In a competitive U.S. lodging industry transformed by post-pandemic travel behaviors and the rise of “bleisure” tourism, the American Customer Satisfaction Index (ACSI) 2025 report paints a nuanced picture of who’s winning and losing the race for guest loyalty. The overall score for the hotel industry declined by 1% to an ACSI score of 76, marking the first decrease after a two-year streak of improvement. But beneath that modest decline lies a deeper reshaping of consumer expectations and competitive dynamics.

Hilton, long considered the gold standard of guest experience, holds onto the top spot for another year, but not without slipping. Its score dropped by 1%, landing at 80. Right behind it, IHG — InterContinental Hotels Group — saw a 1% rise to 79, signaling that the race is tighter than ever. While Marriott and Airbnb are tied just below at 78, both G6 Hospitality and Wyndham languish at the bottom, indicating a growing divergence in brand performance.

But perhaps the most disruptive force in this landscape is not another hotel chain—it’s Airbnb. With a stable ACSI score of 78, the home-sharing giant continues to challenge traditional models, particularly midscale brands that can’t match its unique experiences or price flexibility.

Let’s break down what’s driving the changes in America’s hotel satisfaction rankings in 2025, what they mean for travelers and hoteliers, and how bleisure travel and brand innovation are rewriting the rules.

For more such breaking travel news, travel industry news, travel updates, travel alert, tourism insights and exclusive articles and the latest updates on tourism, download our all new Travel and Tour World Mobile Application. Download Now.

1. Hilton’s Lead Narrows as Loyalty Softens

Despite remaining the top-ranked lodging company with an ACSI score of 80, Hilton’s 1% slip highlights a troubling plateau in performance. Consumer feedback points to growing frustration with rising prices, inconsistent digital experiences, and outdated loyalty perks. While Hilton’s flagship brands like Hilton Hotels & Resorts (81), Hampton (80), and Hilton Garden Inn (80) maintain high marks, the gap is closing.

Hilton must now confront not only rival brands but also evolving consumer values that demand more than legacy prestige — personalization, ease of use, and integrated travel services are the new premium.

2. IHG Is the Dark Horse of 2025

IHG’s upward movement to a score of 79 is more than just incremental—it signals a smart recalibration of the brand’s U.S. offerings. Holiday Inn Express, scoring 81, exemplifies IHG’s ability to deliver consistent value in the upper-midscale market. Digital upgrades, streamlined check-in, and improved room design have helped IHG win over returning travelers, especially business guests extending into leisure stays.

Moreover, IHG has embraced sustainability, with Holiday Inn Express locations leading the charge in green certifications and energy efficiency, aligning with rising consumer preferences.

3. Airbnb Levels the Playing Field

Airbnb’s consistent score of 78 may not seem headline-worthy until you consider who it competes with: established hotel giants. The platform’s ability to match and sometimes surpass traditional lodging brands, especially in midscale categories, showcases how consumer expectations have shifted toward personalized and immersive experiences.

In fact, Airbnb’s performance becomes more significant when contextualized with the surge in “work-from-anywhere” bookings and longer stays. Guests seeking flexibility and authenticity are increasingly choosing home-sharing options, pushing hotels to rethink their offerings.

Click Now: Discover any news about travel, tourism, trade shows at the Travel And Tour World, including breaking travel news and weekly travel updates for travel trade, airlines, cruise, railways, technology, travel association, DMCs, and video interviews and promotional videos.

4. Marriott and the Battle for Middle Ground

Marriott’s slight decline to 78 is a red flag for a brand that once defined consistency in global hospitality. Though Marriott Hotels leads all brands with a score of 82, its broader portfolio is underperforming, weighed down by inconsistency in service and tech adoption across properties.

The company’s challenge now lies in balancing its expansive brand mix with a renewed focus on guest experience, especially as it seeks to keep pace with IHG and Hilton’s innovation strategies.

5. Bleisure Travel Redefines Guest Priorities

No trend is influencing hotel satisfaction more dramatically than “bleisure” travel — the blending of business and leisure. As remote work normalizes, more travelers are extending business trips into personal getaways, driving demand for properties that cater to both needs.

Hotels that successfully support this dual-purpose stay—offering high-speed Wi-Fi, co-working lounges, and local exploration packages—are seeing higher satisfaction scores. Hilton and IHG have leaned into this space, while Airbnb remains a natural fit due to its residential format.

6. The Midscale Struggle: Motel 6 and Baymont Lag Behind

G6 Hospitality’s Motel 6 and Wyndham’s Baymont trail far behind the industry, scoring 67 and 62 respectively. Despite Wyndham’s 1% improvement to 71, low-cost brands continue to be plagued by poor maintenance, outdated facilities, and inconsistent service. These deficiencies are even more glaring in the age of online reviews and customer empowerment.

The expectation for basic comfort has risen, and these brands must modernize or risk irrelevance as better-value alternatives like Holiday Inn Express or even budget Airbnbs lure away customers.

For Latest Travel News: Find latest tourism industry news from every corner of the globe at Travel And Tour World, your only online source for breaking international travel news coverage.

7. Rise of Boutique and Lifestyle Hotels

Beyond the core rankings, boutique hotels are increasingly appealing to travelers craving unique aesthetics and localized experiences. Brands like Kimpton (IHG), Canopy by Hilton, and Marriott’s Moxy are gaining traction among millennials and Gen Z who prioritize design, culture, and community.

Expect this sector to grow significantly in 2025 as personalization becomes the cornerstone of travel satisfaction.

8. Digital Experience Is Now Non-Negotiable

Contactless check-in, mobile room keys, AI-powered concierge services — these are no longer luxuries but expectations. Brands that lag in digital transformation are being penalized in satisfaction scores. IHG and Hilton have made substantial tech investments, while smaller chains struggle to catch up.

The next phase of competition will be digital fluency across all service points.

9. Sustainability and Social Responsibility Matter More Than Ever

Guests, especially younger travelers, are evaluating hotels based on sustainability and ethical practices. From green energy to DEI initiatives and local hiring practices, brand perception now includes social values.

IHG’s and Marriott’s transparency reports have boosted trust, whereas brands without clear ESG messaging risk losing market share.

10. U.S. Lodging Outlook: What’s Next?

As competition heats up and expectations evolve, guest satisfaction will increasingly hinge on how well hotels adapt to macro trends: hybrid travel, experiential stays, and tech-savvy service.

While Hilton still leads, the path ahead is more competitive and complex than ever. The rise of Airbnb, the ascent of IHG, and the decline of underperformers like Motel 6 suggest a dramatic reshuffling may be just ahead.

What’s More in Travel And Tour World

Get the latest news and real-time travel industry updates in 104 regional languages, with breaking travel news and live coverage across multilingual platforms.

Get daily dose of news from Travel Industry, by subscribing to Travel And Tour World newsletters. Subscribe here. 

Watch Travel And Tour World  Interviews here.

Read more Travel News, Daily Travel Alert, and Travel Industry News on Travel And Tour World only.