InterContinental Hotels Group has launched a new feature to its customer loyalty program, Priority Club
Rewards. This feature will allow Priority Club Rewards members who reside
in the U.S. to redeem their points toward stays at more than 500,000
lodging establishments worldwide. To further strengthen this offering,
these rewards have no blackout dates or capacity restrictions and can be
used anytime, at any hotel, anywhere. This unprecedented, industry-
leading move marks IHG’s second anniversary as an independent hotel
company and continues the momentum of meaningful, customer-focused brand
innovations. “Priority Club Rewards already gives members incredible choices to redeem
their points at our more than 3,500 properties in nearly 100 countries
which include some of the world’s most recognized and respected hotel
brands from Holiday Inn to InterContinental Hotels and Resorts,” said
Steve Sickel, senior vice president, Priority Club Rewards, IHG. “Even
though we are the largest hotel company in the world, we can’t be
everywhere. So we want to give our members the flexibility to redeem their
points toward stays at any hotel, regardless of brand affiliation. Loyalty
is a two-way street. By rewarding our members with this flexibility, we
believe we’ll gain even greater loyalty and more repeat business from
them.”

To make this offering possible, Priority Club Rewards is working with
American Express Incentive Services. Members can redeem their points for
an American Express-branded prepaid lodging card in denominations valued
between $100 and $250. This card can be used as payment at any lodging
establishment where the American Express Card is welcome.

Free Reward Nights are by far the most popular option chosen by Priority
Club Rewards members for redeeming points, with more than 75 percent of
all redemptions going toward hotel stays. Now virtually any hotel in the
world is available for point redemptions by Priority Club Rewards members
who live in the U.S. Members may redeem their points for prepaid lodging
cards beginning in July 2005. Additional details and future updates will
be posted on http://www.priorityclub.com/anyhotel .

“This is yet another step we’ve made to strengthen the appeal of our
brands and our relationship with our most loyal guests,” said Sickel. “No
one else is offering anything like this. This is truly a first in our
industry.”
——-