Case Study: InterContinental Hotels Group (IHG) achieves increased direct bookings and reduced cost of sale with CJ Affiliate

IHG Leverages CJ to Shift Consumer Perception and Increase Direct Bookings

InterContinental Hotels Group (IHG) faced rising costs of sale as consumers increasingly booked through online travel agents, so it engaged CJ Affiliate to increase direct-to-brand bookings. Using CJ Affiliate’s European affiliate programme and a Lowest Price Promise pricing initiative tied to the IHG Rewards Club, IHG aimed to shift consumer behavior back toward booking directly with the brand.

CJ Affiliate implemented the Lowest Price Promise across its international publisher network, combining technical capabilities, affiliate partnerships (including content partner Head for Points) and targeted cashback/voucher campaigns to drive direct bookings and loyalty sign‑ups. The campaign successfully shifted bookings away from OTAs to IHG’s direct channels and produced a significant increase in IHG Rewards Club enrollments, convincing consumers that booking direct offered the best value.

InterContinental Hotels Group (IHG)