IHG Hotels and Resorts has revamped its IHG Rewards program, which will see the introduction of a Gold Elite tier with what the company says is an industry-leading 40% bonus point structure.
Headlining the changes, the Gold Elite tier will be available to guests that stay 20-plus nights at the brand’s hotels.
As part of the new changes, IHG Rewards will also rename its highest tier, the Spire Elite tier, as Diamond Elite to help members better understand the significance of this offering and its 100% bonus point structure. There will also be improvements to the bonus point earn levels across all other Elite tiers.
The changes, which will go live in March, are the first in a series of advancements to the leading loyalty program, designed to help members earn more points, more quickly.
IHG Hotels and Resorts Chief Executive, Keith Barr, said the program has evolved to keep pace with guests’ ever-changing needs.
“We’ve made a lot of developments in the loyalty space over the years, but travel and hospitality have evolved considerably, and our guests’ needs are changing,” he said.
“These changes are just the start as we prepare to fully relaunch a truly transformed program later this year.
“We’ll continue elevating and enhancing our loyalty offerings with iconic brand partnerships and extensions, tailored experiences for our customers, enhanced benefits and so much more,” Barr said.
With travel impacted greatly by the pandemic, IHG saw an opportunity to reconnect with guests and reward them for travelling again.
“If there’s anything that has united the world in the last two years, it’s the realisation that no virtual platform can replicate the value of travel and making memories with those we love,” Barr said.
“Travel is its own biggest reward, and that’s really at the heart of what we’re doing with our loyalty program.”
IHG Rewards members’ stays beginning from January 1, 2022 will count toward the new loyalty program.
In recent years, IHG Rewards has invested in a growing brand portfolio, introduced world-class partnerships, such as exclusive stays with Mr and Mrs Smith, and Reward Night pricing to offer better value and flexibility.