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22 IHG Annual Review and Summary Financial Statement 2011
The hotel industry’s first and largest loyalty programme,
Priority Club Rewards gives its 63 million members unparalleled
choice and flexibility. This award-winning scheme also draws
some of our most profitable customers to our hotels, boosting
value for our guests and revenue for our owners.
Unleash the power of your points
INDUSTRY LEADING VALUE
Priority Club Rewards (PCR) members
are an increasingly important source of
revenue for our hotels. Every month, on
average, 600,000 people sign up to the
scheme and, after enrolling, members
shift over 40 per cent of their hotel stays
to IHG hotels.
They are also two-and-a-half times
more likely to book through our direct,
non-commissionable channels than
non-members, driving on average a
six per cent rate premium.
In 2011 we relaunched the programme
with a refreshed look and positioning.
Featuring the IHG logo for the first time,
this was developed on the back of a
three-year global study of frequent
travellers. Our research confirmed
that guests value the flexibility and
control given by PCR, such as no point
expiry or restricted dates, and complete
freedom to choose where they redeem
their points.
It also revealed that frequent travellers
favour hotel loyalty programme currency
over frequent flyer miles and value loyalty
more than price. The newly designed
membership cards, logo and website
better reflect the value we offer and
strengthen our global lead, both in the
industry and among frequent travellers.
MORE INDUSTRY FIRSTS
Our new Topguest service is the first
hotel scheme to reward guests who use
Location Based Service (LBS) technology,
such as FourSquare, Twitter and Google
Latitude, to check in at hotels. Members
who sign up to the service earn loyalty
points every time they sign into major
LBS apps at any of our 4,480 hotels.
We were also the first hotel rewards
programme to launch an online gaming
platform. Between 24 January and
15 April 2011, we awarded almost three
million points a week to PCR members
who took part in a new game, called
‘Win it in a Minute’.
In 2011 Priority Club Rewards
was named the ‘Best Hotel
Rewards Program’ for the
seventh consecutive year by
Global Traveler Magazine.
Launched 1983
Over 63 million members globally
On average over 600,000 new members
every month
Over 7 million new members enrolled
in 2011
www.priorityclub.com