The J.D. Power 2019 North America Hotel Guest Satisfaction Index Study found sleep is one of the most important parts of a guest’s hotel experience, leading to overall satisfaction and brand loyalty.

When guests have a better-than-expected night of sleep at a hotel, 78 percent report they “definitely will” return to the property and 71 percent report they “definitely will” return to the brand. However, only 29 percent of hotel guests regularly experience a better-than-expected night’s sleep.

The top contributors to a good night’s sleep, according to the study? Bed comfort, noise levels, pillow quality, room temperature and linen quality. Guests also have a better night’s sleep when hotels offer sleep-centric amenities such as white noise machines, earplugs, robes or slippers.

“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,” said Jennifer Corwin, senior manager of consumer insights for travel and hospitality intelligence, J.D. Power. “Of all the discrete variables of the hotel guest experience we measure, 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.”