IHG (Intercontinental Hotels Group) wants to make its highly successful loyalty program−IHG® Rewards Club−bigger and better for its members.
In-depth quantitative research conducted in the U.S., U.K., and China, among 4,500 members and non-members, revealed the importance of recognition to members, according to Elizabeth Crisafi, Head of Loyalty and Partner Marketing−Americas, IHG.
“Frequent travelers revealed they want to feel like members of a special ‘club’ where their needs are understood and reflected in the choices and benefits they are offered,” Crisafi told Loyalty360. “They want to feel rewarded for their choice to give their business to a company and in return will offer their continued loyalty. We are therefore introducing this new membership level to better reward our most loyal members.”
IHG Rewards Club will be the first in the industry to offer its most loyal members in this new membership level 100% extra bonus points on qualifying stays. Members of the new membership level will also be able to choose between receiving 25,000 points or upgrading a friend or family member to Platinum.
“These are just the start of the benefits we will be offering and more will be revealed over the coming months,” Crisafi noted. “The research confirmed that understanding customer preferences and personalizing the member experience makes members feel valued, understood, and builds trust. IHG Rewards Club is therefore enhancing its ability to learn about members to be able to offer the personal experience they expect. From recognizing stay preferences and tailoring their booking options to relevant post stay offers, IHG will be able to respond to members’ preferences at every stage of the guest journey to offer services and experiences that are personally relevant to them.”
Specifically, IHG introduced a new multi-year Customer Relationship Management (CRM) initiative with three primary objectives:
Empower hotels to have access to IHG’s rich guest information for improved guest recognition
Enable guest preferences to help them personalize their stay
Expand offer capabilities in hotels to provide more relevant and timely offers to guests
“IHG Rewards Club and our network of 4,800 hotels will have access to increased guest information that will allow the guest to experience a more personalized booking process, check-in, and stay,” Crisafi explained. “Guests will be able to manage their personal preferences during the booking process such as requesting a firm pillow or high floor. As the new initiative develops, we will also be able to send more relevant and tailored offers to our guests as we learn more about their travel behavior and needs.”
Here’s how the loyalty program will evolve this year and in 2016:
Introducing a new top membership level in July 2015. This new membership level can be reached by earning 75,000 qualifying points or staying at IHG hotels for 75 qualifying nights over the course of a year.
An industry first: IHG Rewards Club will offer its most loyal members in this new membership level 100% extra bonus points on qualifying stays. Members of this newest level will also be able to choose between receiving 25,000 points or upgrading a friend or family member to Platinum.
The qualification requirements for all membership levels have been restructured to make it easier for members to be rewarded for their loyalty. Club members will need to earn just 10,000 qualifying points or stay for 10 qualifying nights to be eligible for Gold membership. Gold members will need to earn 40,000 qualifying points or stay for 40 qualifying nights to reach Platinum membership.
IHG is enhancing its ability to learn about members and then using this information through a new Customer Relationship Management (CRM) system. This system will enable hotels to respond to members' preferences at every stage of the guest journey and offer services and experiences that are personally relevant to them. From recognizing stay preferences such as room location or pillow type and tailoring their booking options, to relevant post stay offers.
Starting in May 2016, IHG will expire all points for IHG Rewards Club Members if they have not earned or redeemed any points at all in the previous 12 months. IHG Rewards Club members will continue to maintain their point balances simply by completing a qualifying stay at one of IHG’s 4,800 hotels or redeeming some of their existing points during a membership year.