Skift Take
Despite a rocky integration with Starwood Preferred Guest, Marriott performed well in this year’s loyalty rankings. Southwest Airlines, meanwhile, continued its reliable drumbeat of dominance.
Marriott and Southwest Airlines on Thursday night once again took top honors at the annual Freddie Awards, recognizing the top travel industry loyalty programs. A few new players, including Hyatt and IHG, were able to sneak onto the podium, too.
The rankings are compiled from millions of votes across business travelers in the industry. The ceremony for the awards, named for eccentric airline mogul Freddie Laker, was held at the C.R. Smith Museum in Fort Worth, Texas.
Southwest Airlines and its Rapid Rewards program once again dominated the industry in North America. For the fourth consecutive year, it won as program of the year while it also took top honors for best customer service and best redemption ability. American Airlines was awarded best elite program, largely because of the system-wide upgrades that top-tier frequent flyers at the carrier earn.
On the hotel side, Marriott’s Bonvoy loyalty program won program of the year in North America for the 12th year straight. It also won best redemption ability in North America due to the sheer number of pr
