Marriott Rewards rank highest among hotel loyalty/rewards programs, based on J.D. Power and Associates’ 2014 “Hotel Loyalty/Rewards Program Satisfaction” report, which gave the hotel company a score of 707 out of 1,000.
A successful program is one that creates customer awareness about the rewards program in question. “Since referrals by hotel staff are so effective in fostering program awareness among customers, hotels have a tremendous opportunity to recruit guests into their loyalty programs by training staff to highlight key advantages of participating in their particular programs,” said Rick Garlick, global travel and hospitality practice lead at J.D. Power and Associates.
The J.D. Power 2014 Hotel Loyalty/Rewards Program Satisfaction report measures customer satisfaction by evaluating five factors: account maintenance/management, ease of redeeming points/miles, ease of earning points/miles, reward program terms and ease of earning points/miles and customer service.
IHG Rewards Club ranked second on the J.D. Power list with a score of 704 and Canada-based Delta Hotels’ Delta Privilege was third with a score of 703.
The report is based on responses from more than 3,800 consumers who have joined a hotel loyalty plan.