IHG Hotels & Resorts (IHG) announces collaboration between its loyalty program, IHG One Rewards, and King Pro League (KPL). Members in Greater China can now redeem points for KPL match tickets and exclusive fan packages, unlocking a more engaging and thrilling live experience. The collaboration responds to the rapid growth of the esports industry and the evolving preferences of a new generation of consumers. By bringing the passion of esports into travel and lifestyle experiences, IHG One Rewards seeks to inspire Gen Z to pursue what they love most, while expanding redemption opportunities and enriching the program with diverse benefits that go far beyond stays.
Ms. Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China, said: “IHG has always been attentive to the diverse needs of our guests and members. The spirit of perseverance found in esports echoes our commitment to creating exceptional travel experiences. This partnership with KPL is not only a strategic initiative to engage younger audiences, but also a way to resonate emotionally with the passions that define them. By embracing esports, a cultural touchpoint beloved by Gen Z, we aim to bring our members even closer, offering them more diverse benefits and experiences to set out on their journeys with joy.”
Expanding Member Benefits Through Exclusive KPL Experiences
With the official launch of the IHG One Rewards Member Catalogue on September 1, a dedicated KPL section is now live. Members can use points to redeem KPL match tickets and fan packages for a more immersive live experience. Beyond esports-related rewards, the Points Mall also covers dining, travel, retail, and other categories. By incorporating milestone reward mechanisms, it delivers flexibility and choice, enabling members—especially Gen Z guests—to seamlessly connect travel with everyday life, transforming points into meaningful, passion-driven experiences.
Tapping into Next-Gen Trends, Bridging Diverse Cultural Experiences
Reports indicate that in 2025, China’s esports user base exceeds 510 million, with nearly 70% under the age of 30. As digital natives, Gen Z consumers value personalization and immersion, and are eager to invest in experiences that align with their passions and values. Meanwhile, China’s esports industry is rapidly extending into culture, tourism, and lifestyle, forming a more open “esports+” ecosystem. The partnership between IHG One Rewards and KPL is a direct response to these trends, integrating esports culture with travel to engage younger consumers and deepen emotional connections with them.
As IHG celebrates its 50th anniversary in Greater China, the launch of IHG One Rewards Points Mall and partnership with KPL reflect the Group’s forward-looking approach and commitment to innovation. Together, these initiatives highlight IHG’s focus on enhancing member benefits and curating lifestyle experiences that extend well beyond the hotel stay. Looking ahead, IHG One Rewards will continue to expand its partnerships, empowering the new generation of travelers to pursue their passions, guided by the spirit of “Guest How You Guest,” offering 145 million members worldwide ever more diverse, immersive, and valuable lifestyle experiences.
