InterContinental Hotels Group (IHG) announced the revamping its loyalty program. Changes included a new tier-and-bonus-point-earning structure and options to pick bonuses.
“We’ve transformed the benefits for our members in a way we’re confident delivers minimal-to-no-impact from a cost perspective to the vast majority of our hotels,” said Heather Balsley, senior vice president of global loyalty and partnerships at IHG Hotels & Resorts.
The program was renamed from IHG Rewards to IHG One Rewards includes a fifth topmost tier level, diamond, which includes free breakfast and other perks. The program also increased “earn bonuses” across the board and new milestone rewards perk. The more subtle design move was to ensure that a majority of the perks are managed by the IHG brand, to minimize friction for the owners and operators.
The milestone rewards will be available to guests who stay at least 20 nights. After every 10 additional nights stayed, a guest will be able to use the app to pick from a set of rewards.
IHG will prompt customers to update their IHG mobile app. The refresh will reveal a new look and the milestone rewards functionality.
The scaling ladder of perks includes a $20 food credit at property restaurants, a suite upgrade confirmable up to two weeks in advance, or a year-long membership to lounges.
“All these enhancements are ones that corporate travel managers tell us they look for in a hotel loyalty program,” Balsley said. “The ability to have access to a club lounge can limit the cost of booking separate meeting rooms, and the included breakfast as an option for our diamond elite members saves costs.”
IHG has invested in software from technology companies Amadeus and Oracle Hospitality that helps hoteliers handle some of the operational challenges of fulfilling loyalty program benefits. IHG’s loyalty program is arguably the most important commercial driver for franchisees.
“More and more, hotel loyalty programs have to find ways to deliver experiences through technology,” Balsley said.
More from Loyalty360 featuring IHG:
• IHG Evolves its Brand as it Looks Ahead
• Survey Reveals Guests' Growing Passion to Travel Better
• IHG Rewards Ties The Knot With Mr & Mrs Smith To Give Loyalty Members More Choices