The Hilton HHonors hotel loyalty program is most preferred by guests, according to a new study from Phoenix Marketing International.
As one of the top consultative research companies in the U.S., Phoenix Marketing International revealed new details from the company’s renowned Hotel SCORES™ research, which is a comprehensive industry study among 37 of the world’s most prominent hotel loyalty programs.
The study was conducted between Feb. 1, 2014 and April 6th, 2014 across all corners of the world (Brazil, Canada, Colombia, France, Germany, Mexico, Peru, China, Russia, UAE, U.S., and the United Kingdom), including more than 11,000 active frequent guest program members (FGP).
Among active FGP members, Hilton HHonors is the hotel loyalty program most preferred.
While Hilton HHonors is preferred globally, there are discrepancies based on a country basis.
Marriott Rewards, Best Western Rewards, Le Club Accorhotels, and Fiesta Rewards also performed quite well according to David Pluchino, Vice President, Phoenix Marketing International. Other programs that did not fare as well include Starwood Preferred Guest, Steigenberger Award World, Delta Hotel’s Delta Privileges, La Quinta Returns, CirculoReal, and Shangri-La Golden Circle.
What’s more, preferences also vary greatly across the generational gaps.
“While Seniors may have a strong preference for one FGP over another, Millennials’ preference is centered around a few brands,” Pluchino said in a press release. “This is something that we have been seeing over the years and will be explored in depth in our Millennial Loyalty report.”
Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets via a wealth of existing proprietary data. Coupled with custom research products and the latest qualitative and quantitative techniques, Phoenix Marketing International has extensive research experience across the Automotive, Financial Services, Healthcare, Converged Technology and Media, Restaurant, and Travel/Leisure sectors.
From the strategic definition of consumer needs to effective marketing program implementation, Phoenix Marketing International provides profit-driven market solutions and is committed to maximizing a client’s Return on Marketing Investment (ROMI) by leveraging the ability to attract and retain new business through cost efficient data acquisition and statistical modeling techniques. Founded in 1999 by Chairman and CEO, Allen R. DeCotiis and President, Martha Rea, Phoenix Marketing International has established its global presence with offices in New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.