J.D. Power survey assesses hotel-loyalty programs

Hotel-loyalty and reward program features and benefits are key to member satisfaction regardless of the number of hotel brand locations, according to the J.D. Power 2015 Hotel Loyalty/Rewards Program Satisfaction Report.

The report measured 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%); reward-program terms (16%); variety of benefits (16%); and customer service (5%). Satisfaction was measured on a 1,000-point scale. Overall satisfaction with hotel loyalty/rewards programs improved to 701 in 2015 from 676 in 2014.

Delta Privilege and Hilton HHonors ranked highest in a tie among hotel loyalty/rewards programs with an overall satisfaction score of 727 each. Following Delta Privilege and Hilton HHonors in the rankings were Best Western Rewards (722) and IHG Rewards Club (721).

Other key findings from the report included:

  • There was a 134-point gap in overall satisfaction between members who have the ability to earn points when making product and/or service purchases (819) and those who do not (685).
  • Word of mouth is a key driver of member satisfaction. Satisfaction was highest among the 11% of members who chose their loyalty program based on positive reviews — award or online ratings —( 815) and is second-highest among the 14% of members who chose based on the program’s reputation (800).
  • Convenience of location is the primary reason customers enroll in hotel loyalty/rewards programs, with 41% of members choosing their program based on convenience of locations where they travel.

The 2015 Hotel Loyalty/Rewards Program Satisfaction Report was based on online responses from more than 2,900 U.S. consumers who have joined a hotel-loyalty plan.