Not surprisingly, it hasn’t been the most exciting year for hotel promos, simply because hotels are having no problem filling all their rooms without too much extra incentive needed.
One interesting trend we’ve seen in 2014 is that more promotions have been targeted rather than available to all members. For example, IHG Rewards Club ran their “Into The Nights” promotion, whereby each member received a unique offer.
Similarly, while widely targeted, Hyatt ran a promotion offering up to 50,000 bonus points after 20 nights. For me that was the most lucrative promotion of the year, as it basically offered 2,500 bonus points (which I value at ~$40) per night. The only downside as someone that lives in hotels is that it was capped at 20 nights.
I totally get targeted promotions from the programs’ perspectives. The goal is to encourage incremental business, as opposed to giving people “free” points for stays they’d make anyway. That being said, as a consumer it’s quite frustrating when you are incredibly loyal and someone without any history with the program gets a better offer than you do.
Anyway, IHG Rewards Club will be the first hotel loyalty program to announce their 2015 promotion, which will be entitled “Set Your Sights.”
Here’s how the promotion is described, once it goes live tomorrow:
ATLANTA (Dec. 15, 2014) – InterContinental Hotels Group (IHG) today announces its ‘Set Your Sights’ promotion offering IHG® Rewards Club members the opportunity to earn at least 50,000 bonus IHG Rewards Club points.
The ‘Set Your Sights’ promotion is available to all IHG Rewards Club members worldwide and is a great opportunity to kick start the new year with bonus offers for activity across IHG’s nine hotel brands. The more offers members complete, the more rewards they can earn.
Registration for the promotion begins on Dec. 15 2014 here. The campaign book-and-stay period starts on Jan. 1, 2015. Once registered, IHG Rewards Club members can begin earning their rewards through April 30, 2015.
Bruce Lahood, vice president, Global Loyalty Consumer Marketing, IHG said: “What better way to start 2015 than to enjoy a bonus point promotion that recognizes our loyal members and gives them the ability to earn and redeem across a wide range of products and services. From free nights at IHG’s hotels worldwide to electronics, gift cards and more, all available through our new IHG Rewards Club online catalog.”
So while we won’t find out the details until tomorrow, it sure sounds like it will at the very least be a promotion with various “tasks” to complete, much like the current “Into The Nights” promotion. I would speculate it will probably also be targeted.
Stay tuned — we’ll have more details tomorrow!
What are you hoping for from 2015 hotel program promotions?