IHG (Intercontinental Hotels Group) wants to make its highly successful loyalty program−IHG® Rewards Club−bigger and better for its members.
In-depth quantitative research conducted in the U.S., U.K., and China, among 4,500 members and non-members, revealed the importance of recognition to members, according to Elizabeth Crisafi, Head of Loyalty and Partner Marketing−Americas, IHG.
“Frequent travelers revealed they want to feel like members of a special ‘club’ where their needs are understood....