The major hotel brands have been in the news lately for their loyalty program changes. While this has primarily been because of the tightening of how points for free nights are distributed, IHG announced even bigger changes earlier this week. Priority Club Rewards, which IHG said has 71 million members, will be renamed IHG Rewards Club in July and the program will offer free Internet to all Elite status members from July 2013 and extending to all members during 2014.
To find out more about this and how the Crowne Plaza brand refresh is progressing, HOTELS spoke with Kirk Kinsell, IHG’s president, the Americas.
HOTELS: What feedback has there been from owners and franchisees about the free Internet expansion and other loyalty club changes?
Kinsell: We have been working closely with the leadership and membership of the IHG Owners Association, which represents nearly 2,000 owners and operators. The association has been supportive of our plans and the positive business impact this strategic move to offer free guest Internet and rebrand our loyalty program to strengthen the alignment with IHG and expose frequent guests to our full portfolio of brands.
HOTELS: Do you expect the free Internet access to increase IHG's loyalty club membership?
Kinsell: Our business is grounded in insights — we constantly analyze guest feedback and consumer trends to evolve our business to suit out guests and future guests’ needs. Since launching Priority Club Rewards in 1983, we have listened to our members and we’ve continued to improve our program with valuable and relevant benefits for their needs. We are providing our members with free Internet to respond to these evolving needs.
HOTELS: What drove the decision to change the loyalty club's name?
Kinsell: Renaming Priority Club Rewards to IHG Rewards Club will help guests understand that points can be earned and redeemed at any IHG hotel, as well as with a variety of other partners.
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