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WHICH HOTEL BRAND HAS THE BEST LOYALTY AND REWARDS PROGRAM?

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By Peggy Hattendorf – Travel Editor

 J.D. Powers just released their 2016 Hotel Loyalty/Rewards Program Satisfaction Report and declared a tie for the top honors. The highest ranking for overall customer service went to both Hilton Worldwide with their Hilton Honors program and Marriott International with Marriott Rewards.

These two were followed by InterContinental Group and its program IHG Rewards (formally called Priority Club), La Quinta Hotels with La Qunita Returns and Best Western Hotels & Resorts with its Best Western Rewards.

Out of a ranking of 14 brands, Hyatt Hotels and Resorts ranked 9th, Fairmont – 10th   and Starwood – 13th.  The 13th place ranking for Starwood Hotels & Resorts may prove challenging to Marriott which has recently acquired the company.

In their survey to determine customer satisfaction, J.D. Powers used the following criteria:

  • Account maintenance and management
  • Ease of redeeming points/miles
  • Ease of earnings points/miles
  • Variety of benefits
  • Reward program terms
  • Customer service and satisfaction

Customer satisfaction, the report noted, is influenced by “Ease” of earning and booking award stays for one or multiple locations. The loyalty and awards programs that offer a portfolio of brands, products and partnerships fared the best in this survey.  However, it is the actual hotel visit and stay that plays a major role in overall satisfaction with the rewards program.

 

 

The top three have a wide network of brands. Hilton Worldwide encompasses: Conrad Hotels & Resorts, Canopy, Curio Collection, Doubletree, Embassy Suites, Hampton Inn & Suites, Hilton Garden Inns, Hilton Grand Vacations Club, Hilton Hotels & Resorts, Home2Suites, Homewood Suites, Tru by Hilton and Waldorf Astoria & Resorts.  It should be noted that Hilton Grand Vacations Club is due to become a separate entity by the end of the year which may have bearing on its ongoing participation with the Hilton HHonors program.

The Marriott International brands include: AC Hotels, Autograph Collection Hotels, Bvlgari Hotels & Resorts Courtyard, Delta Hotels & Resorts, Edition, Fairfield Inn & Suites, Gaylord Hotels, JW Marriott, Marriott Executive Apartments, Marriott Hotels & Resorts, Marriott Vacation Club, Moxy Hotels, Protea Hotels, Renaissance Hotels, Residence Inns, Ritz Carlton, SpringHill Suites and TownePlace Suites. As of this writing, the Starwood Preferred Guest Program and Marriott Rewards are due to remain separate programs after the completion of the acquisition of Starwood by Marriott later this year.  Starwood Properties include: aloft Hotels, Element Hotels, Four Points by Sheraton, Le Meridien, Sheraton Hotels & Resorts, St. Regis Hotels & Resorts, The Luxury Collection, W Hotels and Westin Hotels & Resorts.

InterContinental Hotel Group (IHG) has the following brands under its umbrella: Candlewood Suites, Crowne Plaza Hotels & Resorts, EVEN Hotels, Hualuxe Hotels & Resorts, Holiday Inn, Holiday Inn Express, Holiday Inn Resort, Holiday Inn Club Vacations, Hotel Indigo, InterContinental Hotels & Resorts and Staybridge Suites.

J.D. Power’s 2016 Hotel Loyalty/Rewards Program Satisfaction Report was based on survey responses from more than 3,096 consumers in the United States who are members of a hotel loyalty program. Emails were sent out earlier this year with invitations to participate in the online survey.

Why is this important to you? It’s important because you join to use the benefits.  Determine which hotel entity has the brands you are most likely to use, check the membership levels and understand how the base points for the program are calculated. Then start building loyalty to that program to earn free stays at hotels and resorts around the world.

A staff report from the online editor of Hers Magazine.

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