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IHG launches Digital Rewards programme

IHG launches Digital Rewards programme

Starting this month, IHG (InterContinental Hotels Group) is offering its 65 million members worldwide yet another fast and flexible way to redeem Priority Club points.

Digital Rewards from the first club, a global provider of instant digital rewards, is designed to engage consumers with the latest in downloadable content including music, games and software.

The first hotel loyalty program to offer comprehensive digital rewards, IHG illustrates the industry’s move toward relevant rewards that keep guests engaged, regardless of their point accumulation. According to a Mintel survey, members were motivated by loyalty programs that provided instant and easy to redeem opportunities.

“We are a hotel loyalty program with many firsts and the new Digital Rewards offering continues this tradition,” said Don Berg, vice president, loyalty programs and partnerships, IHG. “Our innovation and partnerships are driven by recognizing what our members value most, and making it available through Priority Club Rewards before other loyalty programs.”

The Digital Rewards program has been designed by the first club to be readily accessible and visible through, particularly to members whose past point redemption preferences indicate a likely interest in the new offering.


“We’re very excited to have developed IHG’s digital rewards redemption offering. They have embraced digital rewards as a new phase in loyalty and customer engagement, and we’re ready to help expand their existing successful rewards program to a new level,” said Jill Goldworn, president and co-founder of the first club™.

Leisure travelers, particularly families, want value from their hotel loyalty programs. Digital Rewards is a flexible option to help those with low point accumulations find an alternative point redemption option. And, all members will benefit from the fact that the Digital Rewards offers have been easily integrated with Priority Club’s existing point redemption choices.  Through first club’s global licensing agreements, members will have access to the most current and largest library of digital content available on the reward program market.

Some examples of the new Digital Rewards point redemption offerings include:
• Well known songs from popular artists across genres including pop, country, alternative rock, R&B and oldies – starting at 300 points
• Popular games such as sports, action/adventure and puzzles – available from 800 points
• Software for your home office, foreign language education and multimedia tools are available – starting at just over 1,100 points

By providing millions of titles of branded digital content such as eBooks, games, music and software, the first club™ creates relevant rewards by satisfying consumers’ desire to get a product when, where and how they want it. Furthermore, research by Colloquy¹ has shown that 32 percent of respondents said the recession has influenced their participation in rewards programs.