Case Study: InterContinental Hotels Group achieves real-time, one-to-one email personalization and cost savings with Selligent Marketing Cloud

InterContinental Hotels Group - Customer Case Study

IHG (InterContinental Hotels Group), the world’s largest hotel group with more than 4,500 properties and 52 million loyalty members, set out to move from batch “near‑time” email marketing to a real‑time, one‑to‑one model. The challenge was modernizing infrastructure, processes and organization so customer communications could be personalized and delivered at the moment of interaction rather than in delayed batch sends.

IHG standardized on a stack of Selligent (email), Unica (campaign/offer management) and Teradata (data warehouse), consolidated multiple ESPs into a single hosted platform, and centralized operations while enabling local access. The result: individualized confirmation and marketing emails assembled and delivered in under two seconds, a consolidation of 400 templates into one, an 81% reduction in time to deploy dynamic emails, 75% fewer external staffing needs, lower delivery costs, improved targeting and analytics, and scalable real‑time program performance.

InterContinental Hotels Group

Lincoln Barrett

Vice President of Guest Marketing