IHG Hotels & Resorts labels latest loyalty programme revamp as one of its 'largest investments'

IHG Hotels & Resorts has launched its new global loyalty programme called IHG One Rewards. The new loyalty programme also has a redesigned logo featuring a singular “One” icon, a nod to the long-term values of its new programme. 

The new programme will be anchored in mobile and will give guests "richer benefits, more ways to earn, and a new premier credit card". The company will roll out its new IHG One Rewards mobile app. The app is a key element to IHG One Rewards and sets a foundation for future growth. It is said to have more modern and personalised features, which offers more streamlined booking processes, and allows members to stay informed, check-in faster, stay connected to the hotel and travel with flexibility.

IHG One Rewards members will also be prompted to update their app on their device either through the Apple App Store or Google Play Store. The IHG One Rewards will also introduce the Milestone Rewards platform, a new, technology-enabled platform that allows members to choose the rewards that matter most to them. 

Claire Bennett, global chief customer officer, IHG Hotels & Resorts, said that IHG One Rewards is “one of the largest and most comprehensive investments that IHG Hotels & Resorts has made in recent years”. Bennett added that it is also “the biggest development the company has made in the loyalty space” since introducing 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 added.

The company also stated that while crafting the new loyalty programme, it listened to thousands of travellers, influencers, media, owners, and operators, and consulted global consumer studies in developing the research. The research revealed that, overall, the most sought-after perks since 2018 were room upgrades and free breakfast, followed by member discounts, flex & bonus points, food & breakfast credit, and lounge access.

“Built on feedback from our guests, hotel teams and owners, IHG One Rewards has a fresh look and feel and puts guests in control of their journey. It recognises that no two members are the same and celebrates it – allowing guests to travel, and mark milestones, their own way. Every day, we welcome more guests to our hotels, and while a love of travel is universal, the reasons and ways people travel differ. With IHG One Rewards, our members can create the rewards that are right for them,” said Bennett.

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