Why ITC Hotels’ Revamped Loyalty Program Matters
Photo Credit: Storii by ITC Hotels branded property in Jaisalmer, Rajasthan. ITC Hotels
Skift Take
Loyalty programs are the biggest marketing avenues for the new-age Indian traveler, and ITC Hotels has decided to take things up a notch by incentivizing long-term loyalty.
ITC Hotels has overhauled its loyalty program, Club ITC, adding a new Platinum Select tier that lets members keep their Platinum status for 15 years — a reward for what the company calls “long-standing guest loyalty.”
As part of the revamp, ITC Hotels has also unified its separate guest and booker programs. That means members now earn Green Points not only on personal stays, but also for booking travel for others and for events like weddings and social gatherings.
The company has kept the math simple: One Green Point equals one Indian rupee.
Loyalty Programs Gain Ground in India: According to American Express’ Global Travel Trends Report, 84% of Indian travelers said they seek the best value by combining credit card rewards with airline and hotel loyalty programs. Nearly 80% planned to redeem points for flights, hotels, or car rentals.
Travel companies are taking notice. In April, Accor and Indian airline IndiGo linked their loyalty p
