Phoenix Hotel SCORES™

Phoenix Marketing’s Hotel SCORES™ program provides an annual overview of hotel frequent guest programs on a global basis. For over 10 years, Hotel SCORES™ has measured awareness and use of programs, and has helped hotel operators optimize their frequent guest programs. Hotel SCORES™ provides new insights into the following areas:

How do both your hotel brand and your frequent guest program rank on Awareness, Usage, and Preference relative to your key competitors?

• What are the strengths and weaknesses of your program relative to competitors?
• Should you make changes to accommodate corporate travel policies, and how would these changes impact hotel choice?
• Which services, benefits, and features are most critical to driving loyalty in your program?
• Should you adjust your offering to maximize loyalty from Regular versus Elite members?
• Are airline, rental car, and credit card affinity programs beneficial?
• What is the impact of changes to benefits or reward schedules in your program?
• What is the impact of your program on hotel selection and share of room nights?