JD Power Reports Marriott Ranks First in Customer Satisfaction with Hotel Loyalty/Rewards Programs
April 10, 2014 11:52pm
Recommendations from Hotel Staff as well as Friends and Family are Key Drivers of Customer Awareness and Adoption of Hotel Loyalty Programs
WESTLAKE VILLAGE, Calif.: 11 April 2014 - Marriott Rewards1 ranks highest among hotel loyalty/rewards programs with an overall customer satisfaction score of 707 on a 1,000 point scale, according to the inaugural J.D. Power 2014 Hotel Loyalty/Rewards Program Satisfaction ReportSM released today.
The report measures customer satisfaction by examining five factors (in order of importance): account maintenance/management (23%); ease of redeeming points/miles (22%); ease of earning points/miles (18%); reward program terms and ease of earning points/miles (16%); and customer service (5%).
"While many hotels focus on advertising and marketing to create awareness of their loyalty programs, there is no better recruiting tool than word of mouth,¡¨ said Rick Garlick, global travel and hospitality practice lead at J.D. Power. “We find that 43 percent of customers learn about a particular loyalty program from a hotel employee at the point of check-in or check-out. This is significantly higher than the next most frequent source of awareness, which is the hotel brand website at 25 percent.”
According to Garlick, “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.”
The 2014 Hotel Loyalty/Rewards Program Satisfaction Report is based on responses from more than 3,800 consumers who have joined a hotel loyalty plan. Invitations to participate in the online survey were sent via email to panelists in March 11 through March 25, 2014.
Visit J.D. Power.com for the list of hotels that are associated with the corresponding loyalty programs ranked in the report.
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(2) IHG Rewards Club is the rewards program for the InterContinental Hotels Group, which represents the following hotel brands: Candlewood Suites, Crowne Plaza Hotels & Resorts, Holiday Inn, Holiday Inn Express, Hotel Indigo, InterContinental Hotels & Resorts and Staybridge Suites
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