IHG to Upgrade Guest Loyalty Program, Changes Points Expiration Policy

An InterContinental hotel room

InterContinental Hotels Group announced it is making enhancements to its IHG Rewards Club loyalty program, including the introduction of a new top membership tier in July 2015.

Members will be able to reach the new level by earning 75,000 qualifying points or staying at an IHG hotel 75 qualifying nights during a year.  IHG Rewards Club members who reach the new level will be eligible for 100% extra bonus points on qualifying stays, as well as either 25,000 points or upgrading a friend or family member to Platinum.

IHG will also restructure its existing tiers, so that Club members will need to earn just 10,000 qualifying points or stay for ten qualifying nights to be eligible for gold membership, while Gold members will need to earn 40,000 qualifying points or stay for 40 qualifying nights in order to reach Platinum membership.

The company also said it will implement a new customer relationship management system, which will allow it to offer services and experiences that are personally relevant to members, such as recognizing room location or pillow type.

In addition, beginning in May 2016, all IHG Rewards Club Members points will expire if the member has not earned or redeemed any points in the previous 12 months.

(Photo: Accura Media Group)