InterContinental Hotels Group undertook an extensive global research to better understand the attitudes and habits of its hotel guests. The findings provided an inside look at the global travel loyalty marketplace and were used to develop the new look and positioning for Priority Club Rewards.

Twenty-eight years after breaking ground as the hotel industry’s first loyalty club, Priority Club Rewards, the hotel loyalty program from IHG (InterContinental Hotels Group), undertook extensive global research to better understand the attitudes and habits of hotel guests.

The research clearly confirmed that hotel loyalty program members in every region of the world not only want to earn currency that is valuable and flexible, they also want to maintain absolute control in how they use it,” adds Berg. “And, with so many new choices to redeem Priority Club® points, there’s never been a better time to book directly on IHG’s website, where members can earn Priority Club points with every stay.”

Among the top trends identified by Priority Club Rewards:

- Hotel loyalty program points displace airline frequent flyer miles as preferred currency: Frequent travelers place a higher perceived value on hotel loyalty program currency over frequent flier miles, as airlines’ imposition of fees, decreased reward seat inventory and greater restrictions have weakened consumer trust, and as hotel programs add additional redemption options, including access to airline inventory.

- Business travelers value loyalty more than price: Loyalty program membership is a stronger predictor of hotel selection than price or location – for frequent guests who stay a minimum of 20 nights per year – regardless of preference for midscale or upscale brands.

- Travelers across North America, Asia Pacific and Europe are equally point currency conscious: The value loyalty points hold as currency – for earning and redeeming – ranked as the highest priority for hotel selection by frequent travelers globally, higher than special perks, privileges or benefits in the hotel.

Read more of this article at HotelMarketing.com