COSTA MESA, Calif. — Marriott International’s loyalty program, Marriott Rewards, edged out Hyatt Hotels Corp.’s World of Hyatt to claim the top spot on J.D. Power’s 2017 Hotel Loyalty Program Satisfaction Study.
Marriott Rewards earned a score of 806 on a 1,000-point scale, while World of Hyatt received a score of 805. Hilton Rewards finished third with a score of 793 and IHG Rewards placed fourth with a score of 789. Finishing at the bottom of the study were Wyndham Worldwide’s Wyndham Rewards (742) and Choice Hotels International’s Choice Privileges (743).
This year, the annual study, which measures member satisfaction with hotel rewards and loyalty programs, found members who redeemed rewards points for dining, car rentals, product purchases and special events exhibited greater satisfaction than those who redeemed only for hotel stays.
Some key findings of the study include:
• Frequent travellers want more than hotel stays: Overall satisfaction is higher among hotel-loyalty members redeeming rewards for product purchases at retailers.
• Loyalty-program satisfaction boosts brand loyalty: Of hotel stays booked in the past 12 months, 47 per cent were booked with a brand affiliated with the member’s loyalty program. That percentage increased to 52 per cent among members who say they are delighted with their loyalty program.
The study is based on 4,682 responses from rewards-program members who experienced five or more trips during the past 12 months and was fielded in September and October of 2017.