CASE STUDY 2
Company: InterContinental Hotels Group
Loyalty program: IHG Rewards Club
Objective:
The re-launch and rebranding of the IHG Priority Club Rewards loyalty program into the IHG Rewards Club in July 2013, as well as the introduction of new benefits such as free internet access for all 71 million worldwide loyalty programme members.
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Strategy:
IHG will start the rebranding by offering free internet globally to Gold Elite and Platinum Elite members in July 2013 this year, with all members receiving the benefit during 2014. Members of the programme will then be able to enjoy internet access for free at all IHG’s 4600 hotels, whether they’re staying the night or simply stopping by for a coffee.
Results:
IHG’s own research has indicated the increasing importance of internet access to hotel guests and how it becomes a key consideration when planning hotel stays by revealing that:
- 43% of adults surveyed said that they would choose not to stay in a hotel that charged
for internet.
- 23% of respondents said that free internet in rooms and throughout the hotel is the most important amenity when staying in a hotel for business, compared to 7% who chose room service.
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