InterContinental’s guest loyalty programme,
Priority Club Rewards, was named Programme of the Year for the Americas
region at the annual Freddie Awards in Los Angeles.Priority
Club Rewards took top honours and was placed in 15 of 25 award categories,
including five first place honours.
The Freddies are the most prestigious consumer-generated awards in the
travel industry with more than 390,000 frequent travellers voting for their
favourite loyalty programmes.  They are the equivalent to the film
industry’s Academy Awards.
In addition to being named best travel loyalty programme in the Americas,
Priority Club Rewards won a further four first place awards including Best
Member Communications for Europe, Middle East and Africa (EMEA). The EMEA
region was also runner up for Programme of the Year and Best Web Site and
received third place awards for Best Bonus Promotion and Best Award
Redemption.
“We are honoured to be recognised by the very people we designed Priority
Club Rewards for - our guests,” said Steve Sickel, senior vice president,
Multibrand and Relationship Marketing, IHG. “Our goal is to offer our
members benefits and rewards that are unique and innovative, creating the
first truly consumer-driven loyalty programme in the travel industry. We
have repeatedly received top honours at the Freddies, and we are thrilled
the programme continues to resonate with our loyal guests.”
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