Tailored initiative benefits members as market registers recovery in travel

In response to renewed enthusiasm for travel, IHG Hotels & Resorts has revamped a global loyalty program to help its members gain a better experience in the growing market in China.

Launched at InterContinental Shanghai Wonderland, IHG One Rewards is designed to help members earn points faster and offer more ways of using them.

It includes a new tier and bonus points structure that will allow members to earn more points faster and gain rewards sooner. Member benefits include free breakfast and room upgrades, and a new technology-enabled platform that allows members to choose the rewards that matter the most to them.

"Many companies have loyalty programs but the big difference for us is the IHG One Rewards is personal," said Daniel Aylmer, managing director and senior vice-president of IHG Hotels & Resorts' China operations.

"We've tailored it to individuals and the program depends on how you travel and will reward you the way how you want to be rewarded," he said.

Aylmer also said he believes it is the right time to launch the new rewards despite the pandemic.

"All the world, I suppose, it's a bit confusing, but travel remains for everyone. Even though travel abroad is not very convenient yet, the Chinese consumer is traveling more than ever before and more frequently, especially more staycations and shorter trip experiences," Aylmer said.

"It's the perfect time for our consumers. Now travelers really are continuing to experience travel but are also being rewarded for it in a way that's more personal," he added.

IHG has more than 6,000 hotels across 17 brands worldwide. While facing the diversified Chinese market, IHG set different strategies toward its 12 brands in China, according to Aylmer.

"We continue to bring brands into China, but each brand targets a specific audience. Our fastest growing brand is the Holiday Inn Express, which continues to do extremely well," Aylmer said. "However, Chinese also love luxury and lifestyle hotels."

Aylmer pointed out that the lifestyle brand Hotel Indigo will face tremendous growth in the next few years. Leading luxury brand Inter-Continental is doing well while the latest brands to have been introduced to China — including Kimpton, voco, and EVEN — are receiving market recognition and owner feedback in the market.

The hospitality group will continue its expansion in the China market, including the Hong Kong, Macao and Taiwan regions, "with a strong brand portfolio covering luxury and lifestyle, premium, essentials, and suites, while expanding into lower-tier cities and resort destinations", Aylmer said.

Although Aylmer has a positive attitude toward the future, there are still concerns.

"It is challenging times, but we work with great owners and we do everything we can to support their business and drive our hotel performance during these challenging times. There's no question in China that the future is bright and we just look forward to it," Aylmer added.

No matter how the market changes, IHG's goal of sustainability has not changed. According to Aylmer, the total carbon emissions of its comparable hotels reduced by 13 percent in 2021 compared to 2019. This is despite the challenges in delivering an overall emissions reduction amid a growing system size.

In addition to this, about 99 percent of IHG's hotels in China have incorporated bulk amenities.

Meanwhile, IHG also announced its partnership with Ant Group to launch the Responsible Travel program. It leads a new chapter of green mobility while continuing to shape "responsible travel".

"We have taken the first step in implementing the 10-year Journey to Tomorrow blueprint," Aylmer said. He added that IHG employees in China "have made every attempt in energy conservation and emissions reduction in daily operations, leading the trend of sustainable travel".