IHG reinvents global loyalty offering with ‘more choice, value, and richer rewards’ for members

19 April, 2022

With nearly 6,000 hotels in over 100 countries, IHG Hotels & Resorts has been building its portfolio during the pandemic down time, repositioning itself in the industry with new brands and partnerships, including investing significantly in building a new loyalty programme. One Rewards, which is centred around its guests - promises to give richer benefits, more ways to earn, and newly enhanced credit cards, all powered by technology housed on its new mobile app.

The reimagined programme connects IHG One Rewards members to IHG Hotels & Resorts' portfolio of 17 brands and follows the announcement in Jan-2022 of the programme's new tier and bonus point earning structure - designed to help members earn more points faster and have more ways to use them.

Existing member stays from 01-Jan-2022 will count toward their new-and-improved status with the new tier and bonus point earning structure coming online from 13-Apr-2022 and already reflected in all member accounts from this week. All member benefits - including the launch of new Milestone Rewards - will become available for members in early Jun-2022.

Reinvented programme represents IHG's biggest development in loyalty space

The new programme is one of the largest and most comprehensive investments that IHG Hotels & Resorts has made in recent years and according to the company's global chief customer officer, Claire Bennett, is also "the biggest development" it has made in the loyalty space since it introduced the industry's first loyalty programme.

"We're truly transforming guest experiences by giving our loyalty members more of what they want, more value and exciting benefits individually delivered via new technology with our new mobile app," she says.

Programme is built on feedback from guests, hotel teams and owners

IHG One Regards has been built on feedback from guests, hotel teams and owners, and offers a fresh look and feel that certainly helps to put guests in better control of their journey. It also introduces enhanced customisation. "It recognises that no two members are the same and celebrates it," says Ms Bennett, allowing guests to travel, and mark milestones, their own way.

IHG One Rewards allows members to create rewards that are right for them

IHG claims the programme will offer "industry-leading value and relevant benefits for members to enhance their stays" with the new tier and bonus point earning structure allowing members to earn more points faster and gain rewards sooner.

Further enhancements and member benefits include: a free breakfast for Diamond Elite members as a welcome amenity choice; exclusive access to reward night discount promotions for Platinum Elite and Diamond Elite members; and more opportunities for Elite members to receive early check-in, late check-out (if available) and room upgrades (to suites, if available, or another premium room type for Platinum Elite and Diamond Elite members).

Recognising that not all members want to use their points in the same way, the introduction of Milestone Rewards - a technology-enabled platform that allows members to choose the rewards that matter most to them - provides more control to members. Starting at 20 nights stayed, members will be offered a choice from a selection of rewards every 10 nights, through 100 nights stayed. These Milestone Rewards choices include points, USD20 F&B rewards, confirmable suite upgrades and annual lounge membership.

New IHG One Rewards mobile app to power loyalty programme

In the coming weeks, IHG Hotels & Resorts will roll out the new IHG One Rewards mobile app, which will power IHG One Rewards. The app is described as "a key element" of the loyalty upgrade that "sets a foundation for future growth" and puts the loyalty experience "in the palm of guests' hands".

The new, modern experience will provide more personalised, offers streamlined booking and allows members "to be informed, check-in faster, stay connected to the hotel and travel with flexibility," according to IHG. IHG One Rewards members will be prompted to update their app on their device either through the Apple App Store or Google Play Store.

Loyalty programme is about 'championing individuality'

At its core, IHG says One Rewards is about "real people taking care of real people, championing individuality and rewarding guests in a way that works for them". The new brand includes a redesigned logo featuring a singular "One" icon. The "One" in IHG One Rewards is a nod to the long-term values of the group's new programme - "One You" - a celebration of individuality and "One Future" - its commitment to make a positive impact for its people, communities and the planet.