Marriott has earned top honors once again for its Marriott Rewards loyalty program. Marriott Rewards garnered its ninth consecutive Freddie Award for “Hotel Program of the Year.” The awards were developed to recognize excellence in frequent travel programs.
The win comes on the heels of Marriott’s equally impressive showing in J.D. Power’s 2016 Hotel Loyalty/Rewards Program Satisfaction Report, in which it also earned a No. 1 ranking.
“We’re honored that loyal travelers have once again chosen Marriott Rewards as the top hotel program for the ninth year running,” said Thom Kozik, Vice President of Loyalty, Marriott International. “Making this even more meaningful is knowing that actual frequent travelers cast votes for Marriott Rewards over every other program. We are committed to evolving our program with new benefits and even more ways to earn and redeem points so our loyal guests can pursue their passions for travel and experiences.”
Not content with its 2015 win in the category, Marriott has continued to innovate in the loyalty space. In the past year, the program has added features including
Elite concierge, late checkout, and a system of point sharing that allow members to transfer points to family and friends in the program.
Also a factor in the program’s excellence, Marriott Rewards boasts an impressive presence in the mobile space. Members are invited to use the Marriott Mobile app to check in and out, receive alerts when their room is ready, and make service requests both before and during their stay with the hotel chain.
Marriott is also looking to add unique experiences to its reward mix, further emphasizing the experiential marketing that has been shown to drive millennial loyalty. These experiences include concerts and a trip to the NFL Super Bowl in February.
The hospitality industry is among the premier arenas in which loyalty programs are seen as a significant factor to overall success. Considering the similarity in services provided, customers often look to value and rewards when choosing hotel brands.