“We are a hotel loyalty program with many firsts and the new Digital Rewards offering continues this tradition,” said Don Berg, vice president, loyalty programs and partnerships, IHG. “Our innovation and partnerships are driven by recognizing what our members’ value most, and making it available through Priority Club Rewards before other loyalty programs.”
Loyalty programs have long been an integral part of the hotels’ industry landscape worldwide. There are approximately $16 billion dollars in hotel loyalty points sitting unredeemed. For many reasons, stronger customer engagement and outstanding liability especially, hotels are now expanding their rewards offerings. Over the last few years, hotel loyalty programs have embraced merchandise and gift cards as alternative rewards. These alternative rewards allow more options for their customers and allow customers to redeem points at lower point levels than ever before. In the past, it could take multiple stays over multiple years to reap any benefit from a hotel loyalty program. Now, with these new additions, customers can enjoy rewards sooner---this makes customers more engaged with the hotel brand while also helping the brand reduce liability.
InterContinental Hotels Group, IHG manages the world’s largest hotel loyalty program, boasting 65 million Priority Club members, began offering alternative rewards a number of years ago, blazing a trail other hotel groups will soon follow. In its effort to continue to support its members and remain cutting edge, IHG partnered with the first club™ to bring Digital Rewards to Priority Club members instantly.
IHG is a company known for its many firsts and this is just another example of IHG striving to that end. “IHG sought out the first club™ with the goal of adding a digital catalog to engage Priority Club members outside of the hotel experience. IHG is known for providing the most unique incentives to their members and wanted to be first to offer a worldwide comprehensive digital offering.” Jill Goldworn, Co-Founder and President of the first club™
Ms. Goldworn emphasizes the benefits for IHG’s loyalty members. “Offering an integrated version of our white label rewards solution increases the low level redemption offers in the Priority Club Rewards redemption portfolio, allowing its members to engage with brand by downloading content using points on media they buy and use every day. The member can then transfer the content to any mobile device, music player or eReader while they are at home or traveling. According to Ipsos BE: USA 2007 The Media Survey of the United States’ Business Elite 2MRI Doublebase 2007 3Ipsos BE: USA 2007 The Media Survey of the United States’ Business Elite 4Ipsos BE: America’s Business Elite - Voracious Consumers of All Media, 68% of C-Suite business travelers own laptops, making this form of digital engagement a perfect fit for the current or prospective IHG customer.”
The consumer of today is more cosmopolitan and world weary about loyalty programs and wants instant gratification as soon as rewards are accumulated even if in a small amount. Consumers need to be constantly engaged or they will attrite. “Digital Content is the most popular form of online shopping, and IHG is the first to bring to its members the widest choice of content on a worldwide basis.” Stated Jill Goldworn, Co-Founder and President of the first club™
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