New Loyalty Program Rankings Reveal a Growing Points Divide for Travel Brands
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U.S. News & World Report's rankings have always skewed more toward leisure travelers than road warriors, but this year's lists show a growing difference between brands that choose to appeal to the majority of consumers versus those who choose to reward frequent business travelers or big spenders.
For the first time since U.S. News & World Report launched its annual list of Best Travel Rewards Programs in 2013, the often lauded Marriott Rewards program has lost its top ranking, and Wyndham Rewards has claimed the top spot.
Marriott Rewards was ranked the No. 1 hotel loyalty program this year by both the Freddie Awards and J.D. Power & Associates, but it dropped to second place according to U.S. News & World Report in rankings released today.
According to U.S. News & World Report, its drop in the rankings wasn't necessarily a reflection that the program was any less rewarding. It's just that it wasn't as rewarding for customers as Wyndham has been.
"Marriott Rewards has been No. 1 since we started doing rankings in 2013," said Erin Shields, travel editor for U.S. News & World Report. "It's a mainstay in the top echelon of rewards programs mostly because of its large network, lots of elite member rewards, and lots of ways to earn and redeem points. But with the number of changes Wyndham made, it was able to surpass Marriott this year."
In 2015, Wyndham embarked on a massive overhaul of its rewards program, making it simpler and more straightforward for guests to earn and redeem points for free stays. A guest on
