Multi-Brand Hotels Earn Highest Loyalty/Rewards Program Satisfaction in J.D. Power Report
Hilton HHonors and Marriott Rewards Rank Highest in a Tie in Overall Customer Satisfaction with Hotel
Loyalty/Rewards Programs
COSTA MESA, Calif.: 7 April 2016 — As the competition among hotel loyalty/rewards programs continues
to heat up, hotel chains having multiple brands, wide distribution networks and diverse partnerships
demonstrate distinct advantages in satisfying their members, according to the J.D. Power 2016 Hotel
Loyalty/Rewards Program Satisfaction Report,SM released today.
The report measures customer satisfaction by examining six factors (in order of importance): account
maintenance/management (23%); ease of redeeming points/miles (22%); ease of earning points/miles
(18%); variety of benefits (16%); reward program terms (16%); and customer service (5%). Satisfaction is
measured on a 1,000-point scale.
Overall satisfaction with hotel loyalty/rewards programs improves to 711 in 2016 from 701 in 2015.
Among the highest-ranked brands in the report, satisfaction with their loyalty/rewards programs is
influenced by ease of earning and redeeming points, a diverse partnership network and multiple hotel
brands. The ability for a customer to accumulate points and easily redeem them for one of many locations
or an upscale property is highly satisfying—and it is a competitive differentiator among loyalty/rewards
programs.
“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,” said Rick Garlick, global travel and hospitality practice lead at J.D. Power. “Programs with
hotels offering multiple brands, partnerships and locations have a strong competitive advantage. However,
once customers arrive at a location, their actual hotel experience plays an important role in the overall
experience with their program. Loyalty/rewards program administrators need to keep this in mind while
exploring opportunities to create innovative customer centric perks.”
Report Rankings
 Hilton HHonors1 and Marriott Rewards2 rank highest in a tie among hotel loyalty/rewards
programs, with an overall satisfaction score of 741 each. Satisfaction with Hilton HHonors
improves by 14 points and Marriott Rewards increases significantly by 24 points. This is also the
second consecutive year Hilton HHonors ranks highest in this report.
1
Hilton HHonors is the rewards program for Hilton Worldwide, which represents the following hotel brands: Conrad Hotels &
Resorts; Canopy by Hilton; Curio Collection by Hilton; DoubleTree by Hilton; Embassy Suites by Hilton; Hampton by Hilton;
Hampton Inn & Suites; Hilton Garden Inn; Hilton Grand Vacations; Hilton Hotels & Resorts; Home2 Suites by Hilton; Homewood
Suites by Hilton; Tru by Hilton; and Waldorf Astoria Hotels & Resorts.
2 Marriott Rewards is the rewards program for Marriott International, which represents the following hotel brands: AC Hotels;
Autograph Collection Hotels; Courtyard; Delta Hotels & Resorts; Edition; Fairfield Inn & Suites; Gaylord Hotels; JW Marriott;
Marriott Executive Apartments; Marriott Hotels & Resorts; Marriott Vacation Club; Moxy Hotels; Protea Hotels; Renaissance Hotels;
Residence Inn; SpringHill Suites; and TownePlace Suites.
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Hilton HHonors scores high in the account maintenance/management factor (756) and also
performs particularly well in the reward program terms and variety of benefits factors.
Marriott Rewards scores high in ease of redeeming points/miles (755) and performs particularly
well in reward program terms and ease of earning points/miles.
Following Hilton HHonors and Marriott Rewards in the rankings is IHG Rewards Club3 (722).
Following are additional findings in the report.
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Satisfaction Influences Program Loyalty: Providing an outstanding loyalty/rewards program
experience can generate high levels of advocacy and retention. The report finds that 83% of highly
satisfied members (overall satisfaction scores of 900 or higher) say they “definitely will”
recommend the brand to a friend, relative or colleague, while only 10% of displeased members
(scores of 649 or less) say they “definitely will” recommend.
Loyalty/Rewards Program Value Remains Consistent: Slightly more than three-fourths (77%)
of members say their program is equally as valuable as it was in 2015, and just 11% indicate their
program is less valuable than the year before.
Positive Reviews and Reputation Are Reasons to Choose: Satisfaction is highest among the 8%
of members who choose their loyalty program based on positive reviews—award or online
ratings—(829 vs. 815 in 2015) and is second highest among the 11% of members who choose
based on the program’s reputation (811 vs. 800 in 2015).
Location, Location, Location: Convenience of location continues to be the primary reason
customers enroll in hotel loyalty/rewards programs, with 40% of customers choosing their
program based on convenience of locations.
The 2016 Hotel Loyalty/Rewards Program Satisfaction Report is based on responses from more than 3,096
consumers in the United States who have joined a hotel loyalty plan. Invitations to participate in the online
survey were sent via email to panelists in February 2016.
Media Relations Contacts
John Tews; Troy, Mich.; (248) 680-6218; [email protected]
For more information about J.D. Power solutions for the Travel Industry visit,
http://www.jdpower.com/industry/travel
See the Press Release online at http://www.jdpower.com/press-releases/2016-hotel-loyalty-rewardsprogram-satisfaction-report
About J.D. Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info
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Note: Two charts and a list of hotels associated with the corresponding hotel loyalty programs follow.
IHG Rewards Club (previously Priority Club) is the rewards program for the InterContinental Hotels Group, which represents the
following hotel brands: Candlewood Suites; Crowne Plaza Hotels & Resorts; EVEN Hotels; Hualuxe Hotels & Resorts; Holiday Inn;
Holiday Inn Express; Holiday Inn Resort; Holiday Inn Club Vacations; Hotel Indigo; InterContinental Hotels & Resorts; and
Staybridge Suites.
3
Year / Project / Study Name
J.D. Power
2016 Hotel Loyalty/Rewards Program Satisfaction ReportSM
Overall Customer Satisfaction Index Ranking
(Based on a 1,000-point scale)
JDPower.com
Power Circle RatingsTM
for consumers:
Hilton HHonors
741
Marriott Rewards
741
IHG Rewards (previously Priority Club)
722
Report Average
711
La Quinta Returns
710
Best Western Rewards
705
Choice Privileges
698
Omni Hotels Select Guest
693
Club Carlson
690
Hyatt Gold Passport
688
Fairmont President's Club
687
Wyndham Rewards
687
Drury Gold Key Club
677
Starwood Preferred Guest
674
Red Roof Inn Redicard
636
600
650
700
750
Power Circle Ratings Legend
Among the best
Better than most
About average
The rest
Source: J.D. Power 2016 Hotel Loyalty/Rewards Program Satisfaction ReportSM
Charts and graphs extracted from this press release for use by the media must be accompanied by a statement identifying
J.D. Power as the publisher and the study from which it originated as the source. Rankings are based on numerical scores,
and not necessarily on statistical significance. No advertising or other promotional use can be made of the information in th is
release or J.D. Power survey results without the express prior written consent of J.D. Power.
J.D. Power
SM
2016 Hotel Loyalty/Rewards Program Satisfaction Report
Hotels Associated with the Corresponding Hotel Loyalty Programs
Best Western Rewards is the rewards program for Best Western Hotels & Resorts, which represents the
following hotel brands: Best Western; Best Western Plus; Best Western Premier; Executive Residency by
Best Western; Vīb; BW Premier Collection; and GLō.
Choice Privileges is the rewards program for Choice Hotels, which represents the following hotel brands:
Ascend Hotel Collection: Cambria Hotels & Suites; Clarion; Comfort Inn; Comfort Suites; Econo Lodge;
MainStay Suites; Quality; Rodeway Inn; Sleep Inn; and Suburban Extended Stay.
Club Carlson is the rewards program for Carlson Rezidor, which represents the following hotel brands:
Country Inns & Suites; Park Inn by Radisson; Park Plaza; Radisson; Radisson Blu; Radisson Red; and
Quorvus Collection.
Hilton HHonors is the rewards program for Hilton Worldwide, which represents the following hotel
brands: Conrad Hotels & Resorts; Canopy by Hilton; Curio Collection by Hilton; DoubleTree by Hilton;
Embassy Suites by Hilton; Hampton by Hilton; Hilton Garden Inn; Hilton Grand Vacations; Hilton Hotels &
Resorts; Home2 Suites by Hilton; Homewood Suites by Hilton; Tru by Hilton; and Waldorf Astoria Hotels &
Resorts.
Hyatt Gold Passport is the rewards program for The Hyatt Corporation, which represents the following
hotel brands: Andaz; Grand Hyatt; Hyatt; Hyatt Centric; Hyatt House; Hyatt Place; Hyatt Regency; Hyatt
Residence Club; Hyatt Zilara; Hyatt Ziva; Park Hyatt Hotels; and The Unbound Collection by Hyatt.
IHG Rewards Club (previously Priority Club) is the rewards program for the InterContinental Hotels
Group, which represents the following hotel brands: Candlewood Suites; Crowne Plaza Hotels & Resorts;
EVEN Hotels; Hualuxe Hotels & Resorts; Holiday Inn; Holiday Inn Express; Holiday Inn Resort; Holiday Inn
Club Vacations; Hotel Indigo; InterContinental Hotels & Resorts; and Staybridge Suites.
Marriott Rewards is the rewards program for Marriott International, which represents the following hotel
brands: AC Hotels; Autograph Collection Hotels; Courtyard; Delta Hotels & Resorts; Edition; Fairfield Inn &
Suites; Gaylord Hotels; JW Marriott; Marriott Hotels & Resorts; Marriott Vacation Club; Moxy Hotels; Protea
Hotels; Renaissance Hotels; Residence Inn; SpringHill Suites; and TownePlace Suites.
Starwood Preferred Guest is the rewards program for Starwood, which represents the following hotel
brands: aloft Hotels; Element Hotels; Four Points by Sheraton; Le Méridien; Sheraton Hotels & Resorts; St.
Regis Hotels & Resorts; The Luxury Collection; W Hotels; and Westin Hotels & Resorts.
Wyndham Rewards is the rewards program for Wyndham, which represents the following hotel brands:
Baymont Inn & Suites; Days Inn; Dolce Hotels & Resorts; Hawthorn Suites by Wyndham; Howard Johnson;
Knights Inn; Microtel Inn & Suites by Wyndham; Ramada Worldwide; Super 8; Travelodge; Tryp by
Wyndham; Wingate by Wyndham; Wyndham Garden Hotels; Wyndham Grand Hotels; and Resorts and
Wyndham Hotels and Resorts.
Year / Project / Study Name
J.D. Power
2016 Hotel Loyalty/Rewards Program Satisfaction ReportSM
Award-Eligible Hotel Loyalty/Rewards Program Brands Included in the Report
Company Name
Best Western Rewards
Choice Privileges
Club Carlson
Drury Gold Key Club
Fairmont President's Club
Hilton HHonors
Hyatt Gold Passport
IHG Rewards (previously Priority Club)
La Quinta Returns
Marriott Rewards
Omni Hotels Select Guest
Red Roof Inn Redicard
Starwood Preferred Guest
Wyndham Rewards
President Name
David Kong
Stephen Joyce
Douglas Anderson
Charles Drury
Michael Glennie
Christopher Nassetta
Mark Hoplamazian
Richard Solomons
Keith Cline
Arne Sorenson
Michael Deitemeyer
Andrew Alexander
Thomas Mangas
Geoff Ballotti
Company Address
Phoenix, Ariz.
Rockville, Md.
Paris, France
St. Louis, Mo.
Toronto, Ontario
McLean, Va.
Chicago, Ill.
Denham, Buckinghamshire
Irving, Texas
Bethesda, Md.
Dallas, Texas
Springfield, Ohio
Stamford, Conn.
Parsippany, N.J.
Charts and graphs extracted from this press release for use by the media must be accompanied by a statement identifying
J.D. Power as the publisher and the report from which it originated as the source. Rankings are based on numerical scores,
and not necessarily on statistical significance. No advertising or other promotional use can be made of the information in this
release or J.D. Power survey results without the express prior written consent of J.D. Power.