InterContinental Hotels Group has announced the global roll out of Your Rate by IHG Rewards Club, an exclusive rate offered to IHG Rewards Club members when they book direct. It is part of the ongoing evolution of IHG Rewards Club, which has more than 92 million members worldwide. IHG Rewards Club benefits already include no blackout dates on Reward Nights, mobile check-in, and extended check-out times.
From this month, Your Rate by IHG Rewards Club will launch at IHG hotels in the Americas and Europe, and will be promoted as part of major brand campaigns in both regions. It will be rolled out across the remainder of IHG’s estate in Asia, the Middle East, Africa, and China later in the year. The new member benefit will be tailored to reflect the local dynamic in individual regions and markets.
IHG’s decision to launch Your Rate by IHG Rewards Club follows a successful pilot of exclusive member rates in Europe and the Americas in 2015. It is supported by extensive consumer research into what IHG Rewards Club members are looking for from a loyalty program, namely that they belong to a special club with preferred pricing for members.
“IHG is a consumer driven company and we are committed to ensuring that we provide a superior and personalized experience for our millions of guests around the world,” said Keith Barr, chief commercial officer, IHG. “Offering exclusive rates to our most loyal guests who know and trust IHG’s family of brands is a key part of this.”