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Phoenix’s Study Reveals Title of Most Preferred Frequent Guest Program in the World

April 28, 2014

Hilton HHonors is the hotel loyalty program most preferred

Branchburg, NJ –  Phoenix Marketing International, one of the top consultative research companies in the U.S., today reveals new details from the company’s renowned Hotel SCORES™ research, a comprehensive industry study among 37 of the world’s most prominent hotel loyalty programs.

The study was conducted from February 1st, 2014 through April 6th, 2014 across all corners of the world (Brazil, Canada, Colombia, France, Germany, Mexico, Peru, China, Russia, UAE, USA, 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, differences do occur on a country basis.  Marriott Rewards, Best Western Rewards, Le Club Accorhotels and Fiesta Rewards also perform 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.

Interestingly, the magnitude of preference also varies 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,” stated Pluchino.  “This is something that we have been seeing over the years and will be explored in depth in our Millennial Loyalty report.”

About Phoenix Marketing International

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 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, PMI 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 major locations such as New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.

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