Internet Travel Monitor - Travel Industry News
November 29, 2017
Hotel Loyalty Program Partnerships Critical to Customer Satisfaction, J.D. Power Finds
Marriott Rewards Ranks Highest in Overall Customer Satisfaction with Hotel Loyalty Programs
Having a diverse portfolio of reward options with hotel 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:
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.
Copyright 2017 J.D. Power. All rights reserved. From http://www.jdpower.com.
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