InterContinental Hotels Group is revamping its loyalty program IHG Rewards Club with the introduction of a new elite membership level.
The new level launches in July 2015 and customers qualify by accruing 75,000 qualifying points or staying at IHG brand hotels for 75 qualifying nights, over a 12-month period.
To start, elite members will get 100% extra bonus points on qualifying stays and will also have the choice of receiving an extra 25,000 points or upgrading a friend or family member to Platinum level.
All membership levels have been overhauled with 10,000 qualifying points or stays of 10 qualifying nights required for Gold membership.
Existing Gold members need 40,000 qualifying points or stay for 40 qualifying nights to attain Platinum membership status.
"Our research shows us that members are looking for a personalised experience when they choose one of our family of brands – before, during and after their stay. We want to thank our members for their loyalty by responding to this at every stage of the guest journey, " said Susanna Freer Epstein, SVP Customer Loyalty Marketing.
"These enhancements are just the start of a number of exciting new improvements we will be making to the program in the coming months."
However from May 2016, the company said all IHG Rewards Club points will expire for members who do not either earn or redeem points during the previous 12 months.
IHG says the program has 84 million members worldwide.
