IHG Rewards Club: The big win

Lead agency: Ogilvy & Mather
Client: IHG

State of the marketplace & brand's business

Loyalty programs are extremely important in the hospitality industry

Business travelers, the core of these programs, are creatures of habit. They value consistency and reliability over variety, so if you get their loyalty, you're set. IHG, the global hotels group that includes Holiday Inn, Crowne Plaza and InterContinental Hotels, among others, recognized this early on and developed the first loyalty program in the category to capitalize on it. The program quickly became central to corporate strategy and grew to be the largest in the world with 80.6 million members.1 IHG's 4,700+ hotel rooms across the globe add to the program's heft.

The second reason loyalty programs are so important to IHG is that most of its hotels are franchised. Owners pay the hotel brand for marketing, promotion and loyalty. If they do not see value in the loyalty program, they have one more reason to consider other brands when their contract is up for renewal.