J.D. Power and Associates' annual European Hotel Guest Satisfaction report, which polled more than 13,000 guests, found that satisfaction for all levels of hotels has reached a five-year high. "Despite lower occupancy rates and discounting and pricing, what we're finding is that the guest experience is improving and quite substantially," said Michael Drago of J.D. Power and Associates. "We're seeing a perceived increase in value among consumers, which is helping to drive up loyalty."