The Intercontinental Hotels Group (IHG®) is one of the world’s leading hotel companies with a global presence and portfolio comprising 9 brands and more than 4,700 hotels in nearly 100 countries. IHG® records 168 million guest nights annually and is home to the world’s first and largest hotel loyalty program, IHG® Rewards Club, which boasts 90 million members.
In 2012, IHG® initiated a novel, analytics-based guest experience program for business travelers staying in IHG® branded hotels. The goal was to create an ecosystem that converts data and analytics into action-centric insights, activates those insights in the form of tailored moments of hospitality, and ultimately measures the success of those moments through incremental changes to engagement. The realization of this initiative now sits at the core of IHG®'s Business Traveler Experience Program.
This program is best described as a three-stage cycle, the first of which is the basis for this nomination in the Customer Insights category at the 2016 Loyalty360 Awards
The 3rd Annual Loyalty360 Awards
will be held at the 9th
Annual Loyalty Expo
, presented by Loyalty360 – The Association for Customer Loyalty. Loyalty Expo is slated for May 24-26, 2016, at the DoubleTree Universal in Orlando, Florida.
“We figured out how to fit them all together,” Raleigh Gresham, Director, Business Traveler Insights and Experience, IHG® told Loyalty360. “The three categories that we entered are a seamless program, which is a huge accomplishment because a lot of those things often happen in silos which can be challenging because when they do happen in silos, a lot of times that can negatively impact the resulting guest experience.”
Gresham’s team is extremely proud of the work it continues to do.
“We really have these things stitched together exactly in the way that they have been broken up into the categories,” Gresham said. “We have also been very creative about executing on it within the unique constraints of a big company with a global footprint.”
Those parameters can create interesting challenges.
“I’m really proud of how creative we have gotten about isolating what is important to our business travelers and using that to build rewarding and meaningful relationships with them - and we did that with all of the complexity a big company has. That to me is what makes me feel like we’ve accomplished something truly innovative and impactful,” Gresham added.
Besides the Customer Insights category, IHG® is also nominated in the following Loyalty360 Awards categories: Creative Campaign, Customer Experience and Engagement, and Measurement.