Marriott tops loyalty programme ranking

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Marriott Rewards has come out on top once more in J.D. Power’s new 2017 Hotel Loyalty Programme Satisfaction Study.

Marriott Rewards ranked highest with a score of 806 on a 1,000-point scale, and was followed very closely by World of Hyatt with a score of 805. Hilton Honors, which tied with Marriott last year for the top ranking, had a score of 793. Last year, Marriott and Hilton tied for first place with scores of 741 each.

Satisfaction took into account the following four factors: ease of earning and redeeming rewards (35 percent of score); program benefits (27 percent of score); account management (22 percent of score); and member communication (16 percent of score).

The study measured responses from 4,682 hotel rewards program members who took five or more trips in the past 12 months. The survey was conducted from September to October 2017.

The criteria for this year’s study was different from last year’s, said Rick Garlick, global practice lead, travel and hospitality, for J.D. Power, so “it’s not an apples-to-apples comparison between this year and last year.”

Marriott is preparing to merge its Marriott Rewards programme with Starwood Preferred Guest (SPG) and Ritz-Carlton Rewards by 2019. New reports suggest the programmes will remain separate throughout 2018, and giving customers the same amount of choice will remain crucial to guest satisfaction, according to J.D. Power’s findings.

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