IHG targets unhappy Hilton loyalty plan members
February 05, 2010 |
InterContinental Hotels Group aims to capitalize on any discontent stirred by rival Hilton Worldwide's recent decision to raise the number of loyalty points required for a free hotel stay.
InterContinental, operator of brands like Holiday Inn and Crowne Plaza, plans to give out more than 400 million loyalty points to members of its "Priority Club" program who lost the most Hilton "HHonors" points.
Hilton, acquired in 2007 by Blackstone Group LP, said late last year that it was raising as of mid-January the number of points required for a free hotel night -- effectively devaluing members' point balances by about 20 percent.
Under InterContinental's "luckiest loser" promotion, the member with the highest-verified Hilton points balance will gain two million Priority Club points -- enough for about 80 free stays at Intercontinental hotels.
Get the full story at Reuters
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