IHG Rewards to introduce new membership level
New level to offer 100% extra bonus points and upgrades for family members
InterContinental Hotels Group has added a new membership level to its IHG Rewards Club to better reward its most loyal members.
To be introduced in July 2015, the new membership level can be reached by earning 75,000 qualifying points or staying at IHG hotels for 75 qualifying nights over the course of a year.
Members who achieve the level will receive 100% extra bonus points on qualifying stays, and will be able to choose between receiving 25,000 points of upgrading a friend or family member to Platinum level.
Qualification requirements for all membership levels have also been restructured - club members will now need to earn 10,000 qualifying points or stay for ten qualifying nights to be eligible for Gold membership.
Gold members will need to earn 40,000 qualifying points or stay for 40 qualifying nights to achieve a Platinum membership.
Commenting on the new membership level, IHG SVP customer loyalty marketing Susanna Freer Epstein said: "Our research shows us that members are looking for a personalised experience when they choose one of our family of brands – before, during and after their stay.
“We want to thank our members for their loyalty by responding to this at every stage of the guest journey, offering experiences that are personally relevant. And we want to say a special thank you to our most loyal members through the introduction of a new top membership level. These enhancements are just the start of a number of exciting new improvements we will be making to the program in the coming months.”
The group is also implementing stricter terms for existing members – starting from May 2016, IHG will expire all points for IHG Rewards Club Members if they have not earned or redeemed any points at all in the previous 12 months.
Members will continue to maintain their point balances simply by completing a qualifying stay at one of IHG's 4,800 hotels or redeeming some of their existing points during a membership year.