Multi-brand hotels offer the most satisfaction when it comes to pleasing loyalty program members. The statement comes from a recent report from J.D. Power. The report measured hotels and their loyalty program satisfaction ratings based on the ease and quality of account management, reward point redemption, reward point earning, program benefits, program terms and customer service.

The study showed Hilton HHonors and Marriott Rewards ranked the highest in satisfaction. Hilton HHonors performed well when measured for its program terms and multitude of benefits, while Marriott Rewards performed well in terms of ease of earning points.

The report also pointed to several hotel loyalty program trends. Most customers choose their rewards program based upon convenience of brand locations. More than 75 percent of members believe their chosen program did not decline in value over the past year, despite frequent worries travel loyalty programs are losing appeal.

“Members of hotel loyalty/rewards programs see great value in their program of choice, and they are highly satisfied when they can easily earn and redeem points to select preferred locations in various locations. Programs with hotels offering multiple brands, partnerships and locations have a strong competitive advantage,” said Rick Garlick, global travel and hospitality practice lead, J.D. Power. “However, once customers arrive at a location, their actual hotel experience plays an important role in the overall experience with their program. Loyalty/rewards program administrators need to keep this in mind while exploring opportunities to create innovate customer centric perks.”