J.D. Power: Hilton and Marriott have best loyalty programs


Hilton Worldwide and Marriott International topped J.D. Power’s annual customer-satisfaction poll of hotel loyalty and rewards clubs.

Hilton HHonors and Marriott Rewards tied among the loyalty programs with the highest guest satisfaction scores, followed by IHG Rewards. La Quinta Returns and Best Western Rewards rounded out the top 5.

Notably, the Starwood Preferred Guest program, whose customers have been regarded as a major reason why Marriott is acquiring Starwood for $13.3 billion, finished 13th out of the 14 programs listed, beating only the Red Roof Inn Redicard program.

Overall customer satisfaction with hotel rewards programs rose 10 points to 711 on a 1,000-point scale. Loyalty programs were graded by, among other things, account management, ease of redeeming points and ease of earning points.

Last year, Delta Hotels & Resorts, which has since been acquired by Marriott, topped J.D. Power’s list of hotel loyalty programs, followed by Hilton, Best Western and IHG.


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