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.