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Study: Hotel Loyalty Program Partnerships Vital to Customer Satisfaction

Waikiki Beach Marriott Resort & Spa
Marriott Rewards ranked highest in overall customer satisfaction

According to the J.D. Power 2017 Hotel Loyalty Program Satisfaction Study released on Wednesday, having a diverse portfolio of reward options with hotel loyalty rewards programs is a key driver of member satisfaction. 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." — J. D. Power, Hotel News Resource

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