WASHINGTON — Bethesda-based Marriott International Inc. and McLean-based Hilton Worldwide Holdings Inc. tie for first place in the 2016 J.D. Power customer satisfaction rankings for hotel loyalty rewards programs.
The report measures customer satisfaction in six categories, including account maintenance, ease of redeeming points, ease of earning points, variety of benefits, reward program terms and customer service.
Satisfaction is most influenced by ease of earning and redeeming points, a diverse partnership network and multiple hotel brands.
“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,” says J.D. Power global travel and hospitality practice lead Rick Garlick.
“However, once customers arrive at a location, their actual hotel experience plays an important role in their overall experience with their program [and] administrators need to keep this in mind while exploring opportunities to create innovative customer-centric perks.”
Hilton HHonrors and Marriott Rewards each scored 741 out of 1,000 in the satisfaction rankings. Hilton’s satisfaction score improved by 14 points over 2015. Marriott’s rose by 24 points.
The rankings were based on responses from about 3,100 hotel rewards program members in the U.S.
Ranking after Hilton and Marriott is IHG Rewards, La Quinta Returns and Best Western.
Another locally based company ranks No. 6: Rockville-based Choice Hotels International Inc.’s Choice Privileges.
Ranking last for hotel rewards program satisfaction is Red Roof Inn.
The full J.D. Power hotel loyalty/rewards satisfaction rankings are below:
