Southwest, Marriott Dominate The Americas
2017 was a year of continued streaks for Freddie Award winners in the Americas. Both Southwest and Marriott return to claim the night’s highest awards. In recent years, Southwest’s increased presence at the Freddie Award’s has shown a shift in consumer taste away from legacy carriers and towards low-cost carriers, like Southwest Airlines.
Marriott’s merger with Starwood Hotels only strengthens their position as a dominant force at the Freddies. Many Marriott loyalists and Starwood Preferred Guests were pleasantly surprised when the two hotel giants strengthened elite benefits and ensured a smooth transition.
There were, of course, a few new programs to take home Freddie Awards. Co-branded credit card and both hotel and airline promotions of the year differed from last year’s Freddie Awards.
Here’s a breakdown of who won awards, in the Americas, at the 27th annual Freddie Awards.
27th Annual Freddie Award Winners in The Americas
Marriott’s Marriott Rewards program continued its streak of winning hotel program of the year. Additionally, Marriott Rewards took home all but one award in the hotel awards category. Similarly, Southwest Airlines dominated the airline awards. Southwest Airlines took home two awards, the most of any airline in the Americas, tied with Avianca’s LifeMiles.
American Airlines’ AAdvantage program, having recently suffered a massive blow to its reputation, managed to pull off one award. That’s still down from three awards in 2013 and two in 2014 and 2015.
The biggest take away from the winners in the Americas is Marriott’s dominance in the hotel category. Marriott’s merger with Starwood Hotels, a hotel group that also has a strong loyalty program, will likely only solidify their position among travelers.
Hotels
Highlights: Marriott Rewards continues streak, likely strengthened by merger with Starwood Hotels/LeClub Accor makes an appearance in the Americas/SPG not among Freddie Award winners likely due to merger with Marriott Rewards
| Award | Winner |
|---|---|
| Program of the Year | Marriott, Marriott Rewards |
| Best Elite Benefits | Marriott, Marriott Rewards |
| Best Promotion | MGM, MLife Rewards |
| Best Customer Service | Marriott, Marriott Rewards |
| Best Award Redemption Availability | Marriott, Marriott Rewards |
| 210 Award | LeClub Accor Hotels |
Airlines
Highlights: Southwest Rapid Rewards takes home two awards, program of the year for two years in a row/American Airlines continues best elite benefits streak/Avianca’s LifeMiles wins two Freddie Awards
| Award | Winner |
|---|---|
| Program of the Year | Southwest Airlines Rapid Rewards |
| Best Elite Benefits | American Airlines AAdvantage |
| Best Promotion | Avianca LifeMiles |
| Best Customer Service | Southwest Airlines Rapid Rewards |
| Best Redemption/Award Availability | Southwest Airlines Rapid Rewards |
| 210 Award | Avianca LifeMiles |
You voted #RapidRewards Program of the Year again in the @freddieawards? Well, we vote you Best Customers Ever. Thanks for helping us win! pic.twitter.com/rsUyj4c4cl
— Southwest Airlines (@SouthwestAir) April 28, 2017
Credit Card
Highlights: SPG’s American Express Credit Card comes in at number two. However, Southwest’s Rapid Rewards Premier Credit Card by Chase takes the Freddie Award this year
| Award | Winner |
|---|---|
| Best Loyalty Credit Card | Southwest Airlines, Rapid Rewards Premier by Chase |
Overall
Southwest Airlines has some of the most loyal followers in the industry. With American and Delta continuing to devalue their frequent flyer currency, many flyers are deciding to go with consistent benefits and award redemptions, rather than trying to score upgrades and lucrative award flights with airline partners. Marriott Rewards continued its streak, a streak likely aided by Marriot Rewards elites rejoicing over the recent merger with Starwood Hotels. Overall, nearly a repeat of 2016 with the exception of Avianca’s LifeMiles program finally receiving recognition for its popular program.
What do you think of this year’s Freddie Award winners?
