IHG is rejigging its Rewards Club loyalty program with a new VIP tier dubbed Spire Elite, along with revised qualification requirements for its existing Gold and Platinum levels.
Spire Elite will slot in above Platinum in the Rewards Club pecking order and be earned after spending 75 nights each year at hotels including InterContinental, Crowne Plaza and Holiday Inn, or notching up 75,000 ‘elite qualifying points’ in the same period.
Members who reach this level will not only pocket a special red Spire Elite card, they'll earn double points on all qualifying stays – a boost to the current Platinum bonus of 50%.
Also on the table: a choice between 25,000 bonus points when they qualify, or nominating a friend or family member for a free boost to Platinum status.
At the same time, Gold and Platinum status will be easier to reach for some, with Gold requiring just 10 hotel nights or 10,000 elite qualifying points and Platinum 40 nights or 40,000 elite points in a calendar year.
That’s down from 15 nights or 20,000 points for Gold and 50 nights or 60,000 points for Platinum, instead mirroring the same number of nights as needed for the chain’s existing ‘fast track’ offer, but without needing to stay with at least three or four different hotel brands each year.
Beginning in May 2016, IHG Rewards Club points will also expire if the member hasn’t earned or redeemed any points in the previous 12 months, bringing an end to the current rules whereby points never expire.
“These enhancements are just the start of a number of exciting new improvements we will be making to the programme in the coming months,” said Susanna Freer Epstein, IHG Senior Vice President of Customer Loyalty Marketing.
IHG will also make small changes behind the scenes, with members able to store their pillow preferences in their Rewards Club profile, which will automatically be attached to every IHG hotel booking a member makes.
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