ATLANTA—InterContinental Hotels Group (IHG) has revealed the name of IHG Rewards Club’s new top membership level, Spire Elite, introduced to recognize and reward its most loyal members.
IHG Rewards Club will better reward its most loyal members, with the most relevant benefits, through the launch of Spire Elite. This comes following extensive research into what IHG Rewards Club members want from their loyalty program.
“The feeling that you’re recognized for being special is what IHG Rewards Club aims to deliver to with the launch of Spire Elite,” said Susanna Freer Epstein, SVP customer loyalty, IHG. “It’s our way of saying thank you to our most loyal members, who from today will benefit from ability to earn 100% extra bonus points on all qualifying stays across the IHG hotel portfolio—an industry first. This is just the start of a series of exciting enhancements we will be introducing to continue recognizing and building rewarding relationships with our members.”
The global research revealed that the key ways in which IHG Rewards Club members expect hospitality brands to show them recognition, are: providing the chance to feel part of a special “club”; identifying a guest as someone unique, who is “not just a number”; remembering something about the individual—his/her likes, dislikes and preferences; and providing a reward, a “thank you” for achieving something.
Spire Elite membership can be reached by earning 75,000 qualifying reward points or staying at an IHG hotel for 75 qualifying nights, over the course of a calendar year. Including the ability to earn 100% extra bonus points on qualifying stays, Spire Elite members will also be able to choose between receiving 25,000 points, or upgrading a friend or family member to Platinum.
The qualification requirements for all IHG Rewards Club membership levels have also been restructured to make it easier for members to be rewarded for their loyalty. Club members will need to earn just 10,000 qualifying points or stay for 10 qualifying nights to be eligible for Gold membership. Gold members will need to earn 40,000 qualifying points or stay for 40 qualifying nights to reach Platinum membership.