IHG adds newest brand to loyalty program

October 21, 2004 |

InterContinental Hotels Group announced that it will integrate its newest brand, Hotel Indigo, into its loyalty program, Priority Club Rewards, beginning Nov. 1.

The first Hotel Indigo opens today in Atlanta, and Priority Club Rewards members will earn 10 points or 2.5 miles for every dollar spent at Hotel Indigo, and they can redeem 25,000 points for a free Reward Night. In addition, members will earn 1,000 bonus points when they book online and stay at the hotel Nov. 1, 2004, through Feb. 28, 2005. Guests can begin booking rooms now. Stays at Hotel Indigo will also qualify for the program’s current promotion in which every third night a guest stays at any InterContinental Hotels Group property, they can register to earn 3,000 bonus points or 1,000 bonus miles through Dec. 17, 2004.

“This is a great opportunity for Priority Club Rewards members to sample this innovative lifestyle brand, which is filling a niche in the hospitality marketplace,” said Jim Anhut, vice president, brand management, Hotel Indigo.

Priority Club Rewards members staying at Hotel Indigo will also enjoy the full range of program benefits, including earning points or miles for qualifying stays and redeeming points for free nights at any IHG property, including Hotel Indigo. Other benefits available to Priority Club Rewards members include:

- Points that never expire
- No black-out dates for Reward Nights
- Fastest route to elite level membership
- Ability to redeem points instantly for hotel stays
- Points may be transferred between member accounts

“Priority Club Rewards continues to grow exponentially because it’s the most customer-friendly guest frequency program out there,” said Steve Sickel, senior vice president, loyalty marketing, IHG. “We’re excited about the addition of Hotel Indigo and are looking forward to introducing our members to this exciting, new concept. By offering bonus points or miles at another innovative brand, we hope they will be encouraged to try Hotel Indigo in the near future.”

Hotel Indigo features design and decor that can be refreshed and renewed; a warm, welcoming environment that invites guests to ‘curl up’ in one of the specially designed lobby chairs; and a soothing color palette with emphasis on the calming benefits of blue to provide a peaceful setting for travelers. A second Hotel Indigo is in development and will open in March 2005 in Chicago.

Priority Club Rewards is the largest and fastest-growing loyalty program in the hotel industry. Membership has doubled over the last three years, to more than 22 million. The program is the easiest to use and features more sought-after benefits than any other hotel offering. Priority Club Rewards members can earn points or miles for stays or redeem points for free nights at more than 3,500 hotels in nearly 100 countries.