IHG sees loyalty and brand awareness gains

Early results suggest that IHG's recent marketing efforts and brand development work are leading to growth

IHG delivered a strategy update to investors on Tuesday, projecting increased growth for its loyalty program and hotel development pipeline. Here are the key highlights from IHG's two-hour strategy presentation, detailing the insights of the third-largest Western hotel group by room count, which owns brands like Holiday Inn and Crowne Plaza.

Key takeaways

• IHG reported significant success from its 2021 overhaul of the loyalty program, witnessing a 50% increase in enrollments in 2023 compared to the previous year, and a 24% increase compared to 2019 levels.
• In the U.S., IHG noted a 4-percentage-point enhancement in brand awareness, resulting in a 3-point increase in favorability and a 4-point increase in consideration.
• Like its counterparts in the hospitality industry, IHG aims to encourage more guests to book directly with the company to mitigate the high costs associated with online travel agencies. IHG has maintained a "relatively flat" business contribution from online travel agencies at around 20% of the total since 2021.

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