Nov 17, 2022
AS PART OF THEIR RECOVERY from the Covid-19 pandemic, IHG Hotels & Resorts has revamped its long-running loyalty program, IHG Rewards Club, in favor of a model based on customer responses. The new platform, IHG One Rewards, lets loyalty members control how and where they spend points and allows them to customize the benefits they receive.
IHG One Rewards is tech-forward, powered by the company’s brand-new mobile app.
Describing the transition to the new system, Claire Bennett, Global Chief Customer Officer, IHG Hotels & Resorts, said: “This is one of the largest and most comprehensive investments that IHG Hotels & Resorts has made in recent years. It’s also the biggest development we’ve made in the loyalty space since introducing the industry’s first loyalty program. We’re truly transforming guest experiences by giving our members more of what they want — more value and exciting benefits individually delivered via new technology.”
The IHG app is the key that unlocks the power of IHG One Rewards, creating a new, more customer-friendly, and personal UX. The app enables users to check in and interact with their destination hotel before, during, and after their stay, increasing flexibility and allowing them to keep updated on any changes. Members can access the new platform simply by updating the existing version via Apple’s App Store or the Google Play store.
Jolie Fleming, Senior Vice President, Guest Products and Platforms, IHG Hotels & Resorts, said: We have designed an entirely new experience for the next generation of our award-winning app, simplifying the user experience and allowing for continuous innovation moving forward.”
This means that IHG One Rewards delivers more personalized, targeted offers to guests, rolls out new functionality faster, enhances the booking experience, and allows guests to manage their experience at every step of their journey. These impactful changes create better experiences for members.
Customization is Key
So, how does the new setup work for IHG One Rewards participants? Put simply, IHG One Rewards is designed to reward customers with more loyalty points accumulated at a much faster rate coupled with the expanded opportunities to spend them.
Member benefits include enhanced choices, including free breakfasts for Elite members and access to Reward Night Discount Promotions for Platinum Elite and Diamond Elite members. And the extended scope for Elite members means they can enjoy early check-in and late checkout (if available), as well as room upgrades.
After conducting comprehensive research and consulting thousands of customers, IHG understood that loyalty customers all have different wants and needs. These are reflected in the introduction of Milestone Rewards, which allow members to pick reward options that best fulfill their requirements.
Milestone Rewards kick in after just 20 nights spent in IHG hotels, with participants in the program receiving a range of gratuities to pick from every tenth night, including $20 F&B Rewards, Annual Lounge Membership, and Confirmable Suite Upgrades.
All member benefits – including the launch of Milestone Rewards – are available now.
To learn more, please visit ihg.com/one.
All photos courtesy of IHG One Rewards.