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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?


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Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.