Frequent fliers have spoken and voted Marriott, Southwest and Air France/KLM among the best travel brands for their loyalty programs at this year’s edition of the Freddie Awards. On the elite rewards program front, Hyatt dominated, along with American Airlines and El Al.

Winners of the awards were announced out of Las Vegas Thursday and are based on the results of three million ballots that are cast annually.

For the 26th edition, Air France/KLM and Le Club Accorhotels emerged as the big winners, taking home five Freddie Awards each for Europe and Africa.

Awards are divided by regions – Americas; Europe and Africa; and Middle East, Asia and Oceania.

This year, Southwest broke American Airlines’ four-year winning streak, taking the award for Program of the Year for the Americas.

Marriott took the title of loyalty program of the year for the ninth consecutive year.

The awards are named after Sir Freddie Laker, who was knighted by Queen Elizabeth II in 1978 for his contribution to commercial aviation and the British economy.

Laker’s long list of accomplishments includes the founding of Britain’s first all-jet air carrier Laker Airways Ltd. in 1966, which eventually became the largest individually and privately owned airline in the world.

He is also credited with founding the world’s first no-frills transatlantic service dubbed “Skytrain,” which flew between London and New York in the late 1970s.

Here is the full list of winners:

AMERICAS

Airlines

Program of the Year: Southwest Airlines – Rapid Rewards

Best Elite Program: American Airlines – AAdvantage

Best Promotion: Avianca – LifeMiles

Best Customer Service: Southwest Airlines – Rapid Rewards

Best Redemption Ability: Avianca – LifeMiles

210 AWARD: Avianca – LifeMiles

Hotels

Program of the Year: Marriott Hotels – Marriott Rewards

Best Elite Program: Hyatt – Gold Passport

Best Promotion: MGM – M life

Best Customer Service: Marriott Hotels – Marriott Rewards

Best Redemption Ability: Marriott Hotels – Marriott Rewards

210 AWARD: MGM – M life

EUROPE & AFRICA

Airlines

Program of the Year: Air France/KLM – Flying Blue

Best Elite Program: Lufthansa – Miles & More

Best Promotion: Air France/KLM – Flying Blue

Best Customer Service: Air France/KLM – Flying Blue

Best Redemption Ability: Air France/KLM – Flying Blue

210 AWARD (which honors an up-and-coming program among smaller operators): Norwegian Air – Norwegian Reward

Hotels

Program of the Year: Accor Hotels – Le Club Accorhotels

Best Elite Program: Starwood – Starwood Preferred Guest

Best Promotion: Accor Hotels – Le Club Accorhotels

Best Customer Service: Accor Hotels – Le Club Accorhotels

Best Redemption Ability: IHG – IHG Rewards Club

210 AWARD: IHG – IHG Rewards Club

MIDDLE EAST & OCEANIA

Airlines

Program of the Year: Virgin Australia – Velocity

Best Elite Program: El Al – Matmid Club

Best Promotion: El Al – Matmid Club

Best Customer Service: Virgin Australia – Velocity

Best Redemption Ability: Virgin Australia – Velocity

210 AWARD: Jet Airways – JetPrivilege

Hotel

Program of the Year: Accor Hotels – Le Club Accorhotels

Best Elite Program: Hyatt – Gold Passport

Best Promotion: Accor Hotels – Le Club Accorhotels

Best Customer Service: IHG – IHG Rewards Club

Best Redemption Ability: IHG – IHG Rewards Club

210 AWARD: ITC Hotels – Club ITC