The IHG Group's loyalty programme is changing its name to IHG One Rewardsand not just IHG Rewards. The addition of "One" is a reminder that the British group was among the first to tackle customer loyalty within the hotel sector. But this new name also reflects IHG's desire to offer its members more reward opportunities, being more focused on the tangible, practical benefits for travellers that the programmes Bonvoy at Marriott and All at Accor, more focused on experiences.
This development had been in the pipeline since the end of January. At that time, the British group announced a new tiered points and bonus points acquisition structure, enabling members to collect more points - and more quickly - all leading to a Accelerated rewards. At the same time, IHG had also introduced a fifth level of recognition, Gold Elite, between the Silver Elite and Platinum Elite statuses, with Diamond Elite status still reserved for the most loyal customers. However, Keith Barr, CEO of IHG Hotels & Resorts, warned: " these changes are just the beginning: we are preparing to relaunch a truly transformed programme later this year" .
This has now been achieved, with IHG One Rewards coming into effect on 13 April with retroactive effect for stays made from 1 January 2022 by customers who were already members of the previous loyalty programme. In addition to a new points accumulation system, IHG One Rewards is working to provide more advantages to travellers, with new features such as a complimentary breakfast for Diamond Elite members and exclusive access to Reward Nights promotions for Platinum Elite and Diamond Elite members. Meanwhile, Platinum Elite and Diamond members continue to benefit from room upgrades, early check-in and late check-out, subject to availability. A late check-out until 2pm which members of the lowest status, Club, can now also take advantage of.
The distinctive feature of the new programme is also its tiered and à la carte rewards system. Thanks to the launch of the new Milestone Rewards technology platform, IHG One Rewards members who book between 20 and 100 nights at IHG will be able to choose between bonus points or vouchers to be used on the restaurant offer from June onwards. Passing the 20, 40 and 70-night mark entitles members to a choice of suite upgrades or a annual membership of IHG private lounges.
" With IHG One Rewards, our members can create the rewards that suit them".explained Claire Bennett, Director of Customer Experience for the British group. one of the largest investments IHG Hotels & Resorts has made in recent years. "As part of this investment, the hotelier's loyal customers will be able to look forward to the arrival of a new, more modern, and more attractive hotel in the coming weeks. new mobile application IHG One Rewards, which will orchestrate the whole process and simplify booking and registration for members of the programme.
