Tech Is Powering The New Look Of Hotel Loyalty Programs

The travel sector has seen countless schemes designed to establish customer loyalty.

After all, at least in the case of InterContinental Hotels Group: “Loyalty members stay more and spend more,” said the hospitality company’s CEO, Keith Barr, in February. “They are also nine times more likely to book direct, which is the most profitable channel for our owners.”

Amid the pandemic, Barr said loyalty members also proved the most resilient. In turn, IHG Hotels & Resorts underwent “the biggest loyalty transformation in our history” in an effort to retain its loyal customers and attract those making their way back out onto the road.

Called IHG One Rewards, IHG says the revamped loyalty program is fully centered on its guests and includes richer benefits and more ways to earn – all powered by a new mobile app.

Expected to roll out in the coming weeks, the new mobile app is a key element to IHG One Rewards and sets a foundation for future growth, the company says. In addition to offering more personalization, the app will allow members to check in faster and stay better connected to the hotel.

Experiencing Accor

French hospitality company Accor is also enhancing its loyalty program, Accor Live Limitless (ALL), which launched in early 2019, to give its members access to more destination-based experiences.

In partnership with entertainment discovery platform Fever, Accor will broaden the range of digital services it provides to ALL members, whether they’re looking for activities close to home or while traveling.

CitizenM's guarantee

One hotel brand looking to “disrupt” the loyalty space is Amsterdam-based CitizenM, which is introducing mycitizenM+, described as “the ultimate hotel membership.”

“There are no points to collect. No weird levels to achieve. MycitizenM+ is a simple membership – just sign up once to enjoy discounts and perks,” the company says.

With mycitizenM+, members will receive a guaranteed 10% off, free late checkout, a first-in-line spot with chat service and a guaranteed room if they book at least 48 hours in advance.