Delta Privilege and Hilton HHonors ranked highest in a tie in overall customer satisfaction with hotel loyalty/rewards programs, according to a report released by J.D. Power today. The 2015 Hotel Loyalty/Rewards Program Satisfaction Report measures customer satisfaction on a 1,000-point scale, examining six factors by order of importance: account maintenance/management (23 percent); ease of redeeming points/miles (22 percent); ease of earning points/miles (18 percent); reward program terms (16 percent; variety of benefits (16 percent); and customer service (5 percent). Delta Privilege and Hilton HHonors scored 727 each, followed in the rankings by Best Western Rewards (722) and IHG Rewards Club (721). Overall satisfaction with hotel loyalty/rewards programs improves to 701 in 2015 from 676 in 2014. The report also found that hotel loyalty and reward program features and benefits—earning and redeeming rewards—prove key to member satisfaction regardless of the number of hotel brand locations. Although all brands ranked in the study have varying number of hotel locations, program loyalty/reward currency value resonates with program members driving satisfaction.
