Putting Lasting Relationships First®

Intercontinental Hotels Group

The Assignment:

Offer enhanced hotel redemption options to Priority Club Rewards (PCR) members to remain competitive, and design, develop, and implement new redemption product in a short period of time to leverage first-mover advantage.

Methodology:

  • Performed thorough gap analysis of current redemption options for IHG and competitive set
  • Implemented qualitative and quantitative research to filter the concept and recommend a practical and executable strategy
  • Developed project design and implementation strategy including selection of financial services company to support the new offering, creative development, marketing strategy for rollout, PR campaign, and initial in-market tests

Results:

TMG recommended offering members the ability to redeem their points for a branded prepaid lodging card toward hotel stays at more than 500,000 lodging establishments worldwide, the first of its kind in the industry, launched as the “Any Hotel, Anywhere” card.