IHG One Rewards

IHG Hotels & Resorts: Transforming Loyalty with IHG One Rewards

IHG Hotels & Resorts has embarked on a journey to transform its portfolio and create richer experiences, all under a refreshed IHG Masterbrand. In April 2022, IHG introduced IHG One Rewards, marking its largest investment in the loyalty space since launching the industry's first rewards program over 30 years ago.

IHG One Rewards: Flexibility and Personalization

IHG One Rewards celebrates individuality, offering members more choice, value, and relevant benefits. The new program was shaped by extensive research among travelers, hotel owners, and operators, revealing key desires like room upgrades, free breakfast, member discounts, bonus points, and lounge access. Focus groups with B2B customers, road warriors, and industry experts further refined the program to anticipate members' needs.

Key Highlights of IHG One Rewards:

• Faster Earn: A new tier and bonus point structure allows members to earn points faster and gain rewards sooner.
• Richer Benefits: Diamond Elite members receive free breakfast as a Welcome Amenity, and Platinum and Diamond Elite members gain exclusive access to Reward Night Discount Promotions, early check-in, late check-out (if available), and room upgrades.
• Exceptional Choice: Milestone Rewards offers members a choice of rewards starting at 20 nights stayed, with options every ten nights, including points, $20 F&B Rewards, Confirmable Suite Upgrades, or Annual Lounge Membership.
• More Value + New Credit Card Benefits: The new IHG® Rewards Premier Business Mastercard® and enhanced benefits on existing cards provide simplified pathways to Elite tiers and optimized ways to earn and use points.

Enhanced Digital Experience

Powered by a next-generation mobile app, IHG One Rewards puts the loyalty experience in guests' hands. The app offers personalized, streamlined booking, faster check-in, and flexibility, serving as the primary digital interface for guest interactions.

Launch and Impact

The launch of IHG One Rewards was highly anticipated, leveraging 11 embargoed briefings for in-depth coverage across consumer and points media, and influencer partnerships to drive awareness. The campaign garnered over 213 positive placements and 2.4 billion media impressions in two weeks.

Before the launch, over 1,500 colleagues were briefed, and 250,000 training modules were completed to ensure a seamless experience. Communication to 4,400 global owners and nearly 13,000 colleagues facilitated a smooth rollout.

Success Metrics

Since the launch, Q2 2022 enrollments were 30% higher than the previous year, with 11 million new loyalty members added year-on-year. Within a month, over 800,000 Milestone Rewards were earned, highlighting the program's immediate impact and success.