Another day, another “best of” traveling survey. This time it’s the Freddies travel-rewards programs’ Academy Awards.
The Freddies, named for Sir Freddie Laker, have given a opportunity to vote for their loyalty plans, best promotions, greatest award accessibility, and so on to travelers. This year, over 4.2 million votes were cast, from 237 countries, covering 223 loyalty plans.
The outcomes of this year’s voting were shown last night at an awards ceremony at Jersey City.
In the Americas region, the winners were as follows:
- Holiday Program of town — Southwest Airlines — Quick Rewards
- Greatest Airline Elite Program — American Airlines — AAdvantage
- Best Airline Customer Service — Southwest Airlines — Rapid Rewards
- Greatest Airline Redemption Skill — Southwest Airlines — Quick Gains
- Hotel Program of the Year — Marriott Hotels — Marriott Rewards
- Greatest Hotel Elite App — Marriott Hotels — Marriott Rewards
- Greatest Hotel Promotion — MGM — M lifestyle Rewards
- Finest Hotel Customer Service — Marriott Hotels — Marriott Rewards
- Greatest Hotel Redemption Skill — Marriott Hotels — Marriott Rewards
- Best Loyalty Credit Card — Southwest Airlines — Rapid Rewards from Chase Bank
Southwest and Marriott not won best—application honors, they positively dominated their classes. That is intriguing, since both businesses follow quite different business models.
Southwest is the most economical provider that is low-cost, offering friendly provider, for prices that are fair. Its customers look to the company for worth, fairness, and simplicity. From once-a-year budget travelers into road warriors, Marriott must align its offerings into a broad range of traveler profiles. Two companies different options, and with different challenges.
For all their differences, Southwest and Marriott have proven alike in meeting their clients’ expectations. Both were represented in the circle of the Freddies winner, with four awards apiece . And both were repeat winners of their awards.
While Marriott was a perennial winner — this was its tenth successive win — Southwest has won the top spot this season and in 2016. As recently as 2015, American’s AAdvantage program was voted best application, as it was for many years. So, from schemes, and the devaluation of these programs, the current ascendancy of Southwest seems connected to the transition of legacy carriers ‘applications, including AAdvantage, in the airline space. There’s been no disruption among the significant hotel apps.
History aside, a solid case can be made for the two Southwest’s Rapid Rewards along with the Marriott Rewards program. I would have voted for Marriott Rewards, even though for airline apps, my vote could have been for Alaska Airlines’ Mileage Plan, as mentioned here.
Reader Reality Check
Greatest U.S. airline and hotel programs: How do you vote?