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While IHG already had a sizeable loyalty programme prior to the launch of IHG One Rewards, Smith says it “wasn’t working hard enough” and wasn’t acting effectively as the “thread” that ties the company’s properties together. “The more we can tell that story and showcase our hotel brands within it, the stronger our hotel brand performance will be.” Loyalty strategy “Certainly what you’ll see and what you see in this campaign is really bringing IHG to the forefront…It is a strong brand and it will become a stronger brand,” he adds. Moving forward, campaigns for individual brands will “always” connect back to IHG, Smith says. Part of this is about letting customers know IHG’s “heartfelt care” – promised as part of its purpose pledge to ‘create great hotels guests love by providing true hospitality for everyone’ – is available across all its brands.

Every family member is unique and individual, but they’re all connected by some common values. So in my mind, IHG is the last name and each one of brands is a different family member.

“The way I think about this is we want to introduce IHG as a family. In fact, the breadth of IHG’s portfolio is one of the “biggest hurdles” the company has, as customers often don’t realise the 17 brands are connected. While the goal isn’t for the IHG masterbrand to overshadow each individual hotel, Smith says it has its own story to tell. The campaign is backed by the “most extensive” media campaign investment IHG has ever made for loyalty, with 1,500 different assets to run across TV, magazines, out-of-home, online and on social. Launching in the UK and US today (3 August), ‘Guest How You Guest’ aims to amplify “true-to-life” travel moments and showcase the freedom guests have to build their own experience at IHG hotels, particularly through its new loyalty scheme.Ĭreated by ad agency Grey New York, the campaign shows sports fans staying at the Holiday Inn Express to support their team on the road, Kimpton Hotels & Restaurants guests taking work calls poolside and a couple celebrating by ordering all the room service at an InterContinental hotel. With everything “finally in place”, now felt like the “perfect time” to come to market with a multi-million dollar global marketing campaign, Smith says. The “revamped” scheme was launched in April this year, alongside an upgraded mobile app. That journey has also included the relaunch of its loyalty programme, now called IHG One Rewards. “So the past couple of years we’ve really gone internal and have been getting ourselves ready to make our big debut and step into the limelight.” InterContinental Hotels Group didn’t have that ring to it,” he tells Marketing Week. “It wasn’t really a brand that consumers could understand. The portfolio ranges from ‘essentials’ brands, including Holiday Inn Express, up to ‘luxury and lifestyle’ brands, including Kimpton Hotels & Resorts and Regent Hotels & Resorts.Īccording to vice-president of masterbrand strategy and awareness Connor Smith, the IHG business has been on a “journey” over the last two years, starting with a rebrand from InterContinental Hotels Group in February 2021. The hotel giant, which currently owns 17 brands, is this year celebrating its 6,000th hotel opening across more than 100 countries. IHG Hotels & Resorts is bringing the masterbrand to the “forefront” with its biggest campaign investment in 10 years, as the company behind Holiday Inn Express and Crowne Plaza Hotels introduces its new loyalty scheme.

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