Case Study: InterContinental Hotels Group increases direct bookings with CJ Affiliate

IHG increases direct bookings and IHG Rewards Club enrolments with CJ Affiliate

InterContinental Hotels Group (IHG) faced a challenge with an increasing cost of sale as consumer booking behavior shifted towards reliance on third-party online travel agents. To drive an increase in direct-to-brand bookings and provide better value, IHG partnered with vendor CJ Affiliate.

CJ Affiliate implemented a pricing initiative called the Lowest Price Promise campaign via IHG’s European affiliate program. This strategy leveraged CJ's technical capabilities and publisher network to offer exclusive discounts for members of the IHG Rewards Club. The solution successfully increased channel shift away from online travel agencies, drove a significant increase in loyalty program enrollments, and convinced consumers of the value of direct bookings.

InterContinental Hotels Group (IHG)