Multi-Brand Hotels Earn Highest Loyalty/Rewards Program Satisfaction in J.D. Power Report
April 11, 2016 11:07am
COSTA MESA, Calif., April 11, 2016 -- As the competition among hotel loyalty/rewards programs continues to heat up, hotel chains having multiple brands, wide distribution networks and diverse partnerships demonstrate distinct advantages in satisfying their members, according to the J.D. Power 2016 Hotel Loyalty/Rewards Program Satisfaction Report,SM released today.
The report measures customer satisfaction by examining six factors (in order of importance): account maintenance/management (23%); ease of redeeming points/miles (22%); ease of earning points/miles (18%); variety of benefits (16%); reward program terms (16%); and customer service (5%). Satisfaction is measured on a 1,000-point scale.
Overall satisfaction with hotel loyalty/rewards programs improves to 711 in 2016 from 701 in 2015. Among the highest-ranked brands in the report, satisfaction with their loyalty/rewards programs is influenced by ease of earning and redeeming points, a diverse partnership network and multiple hotel brands. The ability for a customer to accumulate points and easily redeem them for one of many locations or an upscale property is highly satisfying—and it is a competitive differentiator among loyalty/rewards programs.
"Members of hotel loyalty/rewards programs see great value in their program of choice, and they are highly satisfied when they can easily earn and redeem points to select preferred locations in various locations," said Rick Garlick, global travel and hospitality practice lead at J.D. Power. "Programs with hotels offering multiple brands, partnerships and locations have a strong competitive advantage. However, once customers arrive at a location, their actual hotel experience plays an important role in the overall experience with their program. Loyalty/rewards program administrators need to keep this in mind while exploring opportunities to create innovative customer centric perks."
Following are additional findings in the report.
The 2016 Hotel Loyalty/Rewards Program Satisfaction Report is based on responses from more than 3,096 consumers in the United States who have joined a hotel loyalty plan. Invitations to participate in the online survey were sent via email to panelists in February 2016.
Click on images below to view findings.
 Hilton HHonors is the rewards program for Hilton Worldwide, which represents the following hotel brands: Conrad Hotels & Resorts; Canopy by Hilton; Curio Collection by Hilton; DoubleTree by Hilton; Embassy Suites by Hilton; Hampton by Hilton; Hampton Inn & Suites; Hilton Garden Inn; Hilton Grand Vacations; Hilton Hotels & Resorts; Home2 Suites by Hilton; Homewood Suites by Hilton; Tru by Hilton; and Waldorf Astoria Hotels & Resorts.
 Marriott Rewards is the rewards program for Marriott International, which represents the following hotel brands: AC Hotels; Autograph Collection Hotels; 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 Inn; SpringHill Suites; and TownePlace Suites.
 IHG Rewards Club (previously Priority Club) is the rewards program for the InterContinental Hotels Group, which represents the following hotel brands: 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.
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J.D. Power is a global marketing information services company providing performance improvement, social media and customer satisfaction insights and solutions. The company’s quality and satisfaction measurements are based on responses from millions of consumers annually. Headquartered in Costa Mesa, Calif., J.D. Power has offices in North/South America, Europe and Asia Pacific. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit jdpower.com/ratings. J.D. Power is a business unit of McGraw Hill Financial.
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