According to new research released by InterContinental Hotels Group (IHG), 62% of global travellers said that it felt like a dream come true when redeeming points from their loyalty programme all in one go. As a result, 65% of them are increasingly turning to loyalty programmes to help fund their holidays, with one in three (37%) even organising an entire holiday with points alone.
The research by IHG Rewards Club surveyed more than 10,000 of its members across 13 countries to reveal further insight into both the emotional and practical benefits that members get from their loyalty programme. 69% of the respondents felt that points were a reward in exchange for their loyalty, whilst half (49%) even said that the personal welcome they received from IHG hotels was the top reason they choose to be part of IHG Rewards Club.
In addition to making holidays a reality for many, the study also found that rewards programmes are increasingly used to enhance travellers’ holidays. Some of the top choices for point redemptions include holiday accommodations (70%), hotel upgrades (32%) and even booking an extra week on an existing holiday (24%).
IHG Rewards Club is one of the largest hotel loyalty programmes with nearly 79 million members worldwide. IHG has over 4,700 hotels around the world and a family of nine hotel brands to meet a variety of guests’ needs – from a city centre Holiday Inn hotel, to an InterContinental resort. It claims its loyalty programme offers advantages that no other hotel company can match including free guest Internet for all IHG Rewards Club members worldwide across the IHG brand family and no blackout dates on Reward Nights.
Susanna Freer Epstein, Senior Vice President Customer Loyalty Marketing, IHG said: “Loyalty programmes play an important role in helping guests enjoy and get the most out of their holidays. That’s why IHG Rewards Club makes it easy for members to redeem points across a family of nine IHG hotel brands. But this research shows that there is an emotional attachment too, in helping dreams become a reality and ensuring, with IHG Rewards Club, that our members receive a special welcome whenever and wherever they travel with us. “
Psychologist and author of Smart Change, Art Markman added: “Most people talk about wanting to find moments of joy in their lives when most of what they feel is stress, anxiety and the pinch of pressing budgets. The way you remove stress is to pursue the wonders of life, to seek and attain your desires. Fulfilling your dreams through travel is the best way to find joy and stay happy.
“Your IHG Rewards Club points give you the opportunity to create enhanced experiences, be it your own tour guide, an epic adventure in the mountains or just a relaxing holiday for you and your family. These experiences create memories that stay with you for a lifetime.”
As part of the global survey, IHG Rewards Club has launched a digital hub at www.ihg.com/rewardingexperiences. It showcases the experiences available to nearly 79 million members worldwide – from a cultural experience at some of the world’s most famous museums, to a special family celebration or a once in-a-lifetime relaxing spa experience. It includes reviews from members and global travellers from all around the world.
Additionally, as of July 1st 2014, members will also earn more IHG Rewards Club points when they stay at any of the 178 InterContinental Hotels & Resorts worldwide. For every $1USD spent on qualifying revenue during stays, such as food and beverage, these members will now earn ten IHG Rewards Club points.
