Marriott’s Rewards Program Edges Out Hyatt for Top Ranking in in J.D. Power’s Hotel Loyalty Customer Satisfaction Survey
November 29, 2017 1:53pm
COSTA MESA, Calif.: 29 Nov. 2017 — Having a diverse portfolio of reward options withhotel loyalty rewards programs is a key driver of member satisfaction. According to the J.D. Power 2017 Hotel Loyalty Program Satisfaction Study,SM overall satisfaction is higher among program members who redeem rewards for dining, product purchases and special events than among those redeeming rewards for hotel stays alone.
The study measures customer satisfaction by examining four factors (in order of importance): ease of earning and redeeming rewards (35%); program benefits (27%); account management (22%); and member communication (16%). Satisfaction is measured on a 1,000-point scale.
“As loyalty and rewards programs of every type continue to saturate virtually every consumer market, the key to success for hotel loyalty programs is variety of reward offerings,” said Rick Garlick, Travel and Hospitality Practice Lead at J.D. Power. “Flexibility in how to redeem points and the ease with which customers can redeem those points are the key drivers of customer satisfaction in this space, which makes forming strong partnerships with third-party service providers a priority for hotel loyalty programs.”
Following are some key findings of the study:
Hotel Loyalty Program Rankings
Marriott Rewards ranks highest in the 2017 study, and receives the Gold award for overall member satisfaction with a score of 806. World of Hyatt is the Silver award recipient with a score of 805, followed by Hilton HHonors, the Bronze award recipient, with a score of 793.
The 2017 Hotel Loyalty Program Satisfaction Study measures member satisfaction with hotel rewards and loyalty programs. The study is based on 4,682 responses from rewards program members who experienced five or more trips in the past 12 months and was fielded in September-October 2017.
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer.
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J.D. Power is a marketing, consumer intelligence, and data and analytics company that helps its clients measure, understand, and improve the key performance metrics that drive their growth and profitability. J.D. Power's industry benchmarks, unique data and analytics platform and reputation for independence and credibility has established the company as one of the world's most well-known and trusted providers of Voice of the Customer insights. Established in 1968, J.D. Power is headquartered in Costa Mesa, California, and has offices in North/South America, Asia Pacific, and Europe. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit jdpower.com/ratings.
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