IHG Rolls Out Sweeping Loyalty Overhaul Across 17 Hotel Brands
Photo Caption: The beach at the Six Sense Fiji property, part of InterContinental Hotels Group, or IHG. Source: IHG.
Skift Take
IHG is the latest travel company to revamp its loyalty program for a post-pandemic return of visitors, changes that, for one, tame owner labor costs.
InterContinental Hotels Group revealed on Wednesday how it was revamping its loyalty program. Changes included a new tier-and-bonus-point-earning structure and options to pick bonuses rather than receive standard ones after staying a set number of times.
Keeping costs down for owners of more than 6,000 franchised properties was critical, Denham, UK,-IHG said.
"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, renamed from IHG Rewards to IHG One Rewards, faced the biggest changes since its invention decades ago, said Claire Bennett, global chief customer officer.
The most eye-catching change? IH
