Case Study: InterContinental Hotels Group achieves a 55% increase in direct bookings with OgilvyOne Worldwide

A Loyalty Program Gets Personal with 80 Million Members

InterContinental Hotels Group (IHG) was faced with the challenge of revitalizing its underperforming loyalty program, which had over 80 million members. The goal was to reduce marketing costs and increase revenue while also redesigning the program's promotional architecture to better differentiate IHG from its competitors in the hospitality industry. To address this, they worked with the vendor OgilvyOne Worldwide.

OgilvyOne developed a personalized loyalty marketing solution by leveraging IHG's guest data to create over 400,000 unique offer combinations. These personalized promotions, tailored to each member's program level, were supported by an email plan and an online dashboard for tracking progress. The results were significant: OgilvyOne's strategy led to a 450 percent growth in loyalty revenue, a 55 percent increase in direct bookings, and a 47 percent rise in promotion sign-ups. Additionally, IHG achieved a 33 percent reduction in spending and a 58 percent reduction in incentive costs.

InterContinental Hotels Group