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Anyone who’s been stuck circling the block or tapping their steering wheel while waiting in an exit line knows the potential pain from fees, broken equipment, and poor service at parking garages.
For some drivers, parking garages are synonymous with frustration (and the occasional bout of rage). In many cities, it’s hard for customers to find garages that consistently deliver on the basics like clear pricing, functional equipment, and a safe environment. We wanted to dig deeper into the customer experience. Our approach started with a simple question: what do real drivers have to say?
The findings were surprising but clear. The same complaints surfaced repeatedly, regardless of city or operator. We think that by understanding and addressing these pain points, owners and operators have a real opportunity to change the story and improve driver experiences in a $131 billion industry that covers more than 26% of the average urban core.
Methodology
Curious how we tackled this research? Read below for a bit more behind where the data came from and how it was used.
Here’s what we found.
What pushes a driver to hit “publish” on a scathing 1-star review?
Using nearly 1,000 reviews, we grouped common complaints into a comprehensive top 10 list.
Complaints about tickets are high, as expected. But issues with payments, pricing, dirty garages, and gates were more surprising. Other issues were also unexpectedly common, like 42% of garages receiving complaints for locking in customer cars overnight.
Unfortunately, these negative reviews show how poorly-run facilities put the onus back on drivers. Customers are left to resolve issues on their own, almost ensuring they won’t return for a second visit.
After identifying the top complaints, we consolidated all of the feedback into four main themes, discussed below with real review examples.
Drivers feel blindsided by pricing inconsistency, surprise fees, and payment processes that seem designed to mislead. When payment directions aren’t clear, parkers have a hard time figuring out who to pay, how to fix a problem, or why a violation notice showed up in their mailbox weeks later. As a result, customers become convinced that the system is designed to work against them, not for them.
Even when the payment process works well, drivers are often surprised by the total cost to park, which can include nondescript service fees and additional charges at checkout.
In addition to the sometimes difficult search for an open space, drivers frequently have to deal with malfunctioning gates, broken payment machines, and out-of-service elevators that never seem to work properly. And when problems pop up, many find themselves stuck with no one to help and no clear instructions to fix the issue and move on.
Many drivers report getting locked in after hours without prior warning or knowledge that they would be completely unable to access their vehicle. Regardless, they are left with no way to retrieve their car until the next morning. Unclear signs, poor communication, and rigid policies leave customers stranded and frustrated - often at the worst possible time.
Word spreads quickly about rude, unhelpful, or absent staff who are sometimes mentioned by name. Drivers also routinely comment on dirty or unsanitary garages and issues with poor security. Some share stories of break-ins or feeling unsafe, with little help from management when things go wrong.
According to a comprehensive study from SOCi that analyzed over 4.9 million reviews from 30K+ Google profiles, parking garages fall short when compared to average ratings across other industries. The SOCi study showed that the average rating for Google profiles from all industries hovers around 4.11, and our more focused study showed an average rating of 3.11 for the standard private parking garage.
Research also shows that, beyond “looking bad,” the negative reviews that we observed are likely causing financial consequences for these parking facilities. A recent study published in Computers in Human Behavior found that negative online reviews significantly reduce the likelihood that new customers will choose you over competitors with more favorable ratings. When potential customers see complaints about hidden fees or broken equipment, they often decide to park elsewhere.
The good news? Owners and operators can absolutely fix the problems that drive reputational damage. After all, customers don’t expect miracles; they just want the basics done right. Making improvements starts with a proven approach that's guided by data and powered by the right technology.
Drivers notice when a garage offers clear pricing, functional equipment, modern reservation and payment options, and a clean, safe environment.
Best-in-class facilities blend digital convenience with reliable support and a seamless parking experience. We noticed that 5-star reviews show these exact solutions in action. The same drivers who complain about hidden fees and broken gates in one garage will rave about their clean, safe, convenient experience at another facility.
Our last step was to see how AirGarage stacks up against industry averages for parking garages and the broader results from the SOCi study. We analyzed recent reviews for all AirGarage-managed properties in the same metro areas as our initial study. The average rating for AirGarage facilities is 4.44, beating both the standard parking garage average and the average for Google profiles in any industry.
For us, this proves that when you put driver needs first and offer the right technology, you can deliver a parking experience that your customers will publicly praise. In addition to their positive effect on other potential customers, good reviews also improve rankings in Google Maps - increasing visibility and driving revenue.
With AirGarage, owners can monitor real-time trends in driver ratings directly in their Intelligence Dashboard. Our data even goes one step further, connecting marketing activities to direct revenue uplift.
Explore the AirGarage parking management handbook further to understand our marketing approach and see how we can help you overcome the industry’s reputation problems, improve your performance, and grow net operating income.
