A visit to America is wonderful; wide open spaces, spectacular landscapes, fascinating cities. Less interesting, however, are the hotels in the country, which according to many European travelers miss their mark. Between minimalist service (check-in at the kiosk is cool), blaring music in public spaces (ambiance!), a dazzling amount of ‘smart tech’ (so daring) and interiors that could be anywhere (everyone will feel at home), American hotels – even hotels billed as “luxury” – can feel like a night at a trendy fast-fashion store, where hype is the name of the game, not quality.
Of course there are outliers; smaller luxury chains and independent boutique hotels. But compared to Europe, the level of hospitality in a typical four or five star hotel in America is somewhat lacking. And you’re still expected to add a 20 percent gratuity to meals and other services provided.
Most American business hotels charge as much as they can get while offering the bare minimum they can get away with
They are large and not well managed, and most of their staff are not well trained
The best hotel I have stayed in recently
— John Cleese (@JohnCleese) October 17, 2023
Even celebrities struggle to get the service they need. “Most American business hotels charge as much as they can get while offering the bare minimum of what they can get away with,” John Cleese recently wrote on X, formerly Twitter. “They are large and not well managed, and most of their staff is not well trained.”
But why do American hotels get it so wrong?
The chain gang
Much of this problem stems from the fact that America is dominated by public hotel chains, such as Hilton, Hyatt, Marriott and their many descendants. But unbeknownst to many customers, most of these hotels are owned by a private entity and not the brand that appears on your credit card statement.
With profits being split between shareholders and owners, it’s pretty clear that the priority is scaling the business, and more often than not that attractive-looking hotel online will deliver a status quo experience, with no breakfast or thoughtful touches to go with it ensure a meaningful experience.
Take The Ritz-Carlton (Ritz Hotels in America have no relation to the European hotels built by Cesar Ritz; they fall under the Marriott brand umbrella) on Key Biscayne near Miami Beach, where housekeeping seems optional, and the morning coffee (not free) winds around the corner and a live DJ next to the beach hinder the peace promised online.
Then there’s the St Regis at Deer Valley, a Utah ski resort also operated by Marriott, whose branding draws heavily from a supposed connection to the Gilded Age. But this very beige property with large but boring rooms, forgettable amenities and an ill-equipped concierge (“can you try the app?”) has nothing in common with Manhattan’s spectacular Beaux Arts hotel built by John Jacob Astor IV in 1904.
Essentially, guests sign up for what seems like a luxury experience and feel cheated when they discover a cookie-cutter property without the perks or Naturally hospitality of a five star hotel.
“A small family-owned hotel, the kind that’s in its fourth generation, is about preserving tradition and delivering a level of customer service that brings guests back year after year,” said Jack Ezon, founder of Embark Beyond, The travel agency. . “These big companies are not interested in creating soul; their version of hospitality is asset optimization.”
Julie Richter, owner of Russo Fine Jewels in London, thinks the lower bar of hospitality in America depends on the level of hospitality. “Europeans study hospitality, so working in a hotel is a career, not just a job. They get to know the little details that make everything special.”
Another reason is the shortage of personnel, with well-trained personnel becoming increasingly difficult to find. A recent survey by the American Hotel and Lodging Association found that as many as 82 percent of U.S. hotels are experiencing a staffing crisis.
It may be the construction of hotel chains’ loyalty programs – rewarding regular guests with points that convert into upgrades or a free stay – that has led to a lack of incentive for managers to deliver more than just customer service. “There is a difference between hotels that build loyalty through inspiration and hotels that do so through manipulation,” Ezon explains.
Frustrating, non-federally regulated fees
Even more annoying than lame, it feels like you have hidden charges all around the area – usually sold as a ‘resort fee’ – that are slapped onto your bill at checkout. Strangely enough, it is perfectly legal in America to publish one rate and then inflate that rate with surcharges that are not stated at the time of booking. Why? It makes the hotel appear cheaper when you search online.
The obnoxious resort fee was introduced in 1997 in response to complaints from guests at resort-style hotels that amenities like gym access or Wi-Fi were “nickel and dimed.” Such hotels, from city centers to rural farms, top up their room rates with an ‘urban fee’ or ‘destination fee’, a practice that is illegal in both the European Union and Britain.
In the US, hidden fees (which are also rampant among car dealers, financial institutions and concert ticket sellers) fall under the umbrella of what economists call “drip pricing.”
“Drip prices make it difficult to be an informed consumer,” says Sean O’Neill, an analyst at Skift, the travel research firm. The good news is that these bait-and-switch prices appear to be coming to an end. In May, Marriott began disclosing “mandatory” fees in advance on its site and apps. Hyatt followed suit in July, followed by Hilton in the fall.
There has also been a counter reaction from the government. Federally unregulated fees have been the subject of lawsuits, legislative action in Congress, and even President Biden’s 2023 State of the Union address, in which he mentioned enacting a “junk fee” prevention law.
To be clear, resort fees are still payable, but are increasingly disclosed at the beginning of a booking, rather than presented as an unwanted surprise at check-out. O’Neill is hopeful that national legislation will soon force online platforms (such as Booking.com, hotels.com, Expedia and Google) to be more transparent. Until this happens, O’Neill recommends the website Resortfeechecker.com to research any hotel fees before booking.
Away from the formula battle
Of course, America is also home to some notable hotels. Relais & Châteaux, the association of luxury independent properties, has 57 members in America; all stylish boutique hotels with a charming, welcome-to-our-home atmosphere. “To become part of the Relais & Châteaux portfolio you must meet strict standards that are routinely monitored through anonymous inspections,” said Richard Delany, managing director at Relais & Châteaux.
Another source for non-chain hotels is Leading Hotels of the World, which showcases smaller chains with attractive design and top-tier reliable service, such as Peninsula, Auberge and Rosewood.
How Europe got it right
Why are European hotels so much better? For starters, they have a more deeply held commitment to old-fashioned hospitality. The Goring and Browns in London; La Reserve and the Peninsula in Paris; Hotel de Russie in Rome; and Badrutt’s Palace in St. Moritz – along with so many others – are focused on pleasing guests.
This ranges from a waiter who remembers your favorite cocktail or triple espresso in the morning, to the housekeeper who leaves a lint brush when she sees cat fur on your coat, or the experienced concierge who contacts a returning guest about a new restaurant. This level of service makes people feel valued and safe that their hotel splurge is well spent.
Service seems to be the secret sauce – and when it comes to hotels, the Europeans almost always beat the Americans.
