IHG
IHG launched a comprehensive rebrand of its loyalty program, transitioning from Priority Club Rewards to IHG Rewards Club. The initiative aimed to strengthen brand cohesion across the IHG portfolio and enhance the guest experience through elevated benefits and a new digital presence. The project included launching a redesigned IHG website and marketing campaign that communicated the refreshed loyalty program and expanding global hotel offerings.
Company
IHG
Industry
Hospitality
Role
Product Design Lead
Art Director
OverView
As part of the loyalty program overhaul, IHG introduced significant new member benefits—including global free internet access, faster pathways to Elite status, and the ability to earn status through Reward Nights. The rebrand also coincided with the launch of new hotel brands and strategic global expansion. To support these initiatives, a new digital experience was developed to better communicate program changes, encourage enrollment, and drive cross-brand engagement. This included a fully redesigned IHG website and a suite of integrated marketing campaigns across global markets.
The Challenge
The existing loyalty program identity—Priority Club Rewards—was disconnected from the IHG master brand, leading to low brand recognition and limited engagement across IHG’s growing portfolio of hotel brands. In addition, the digital experience did not effectively communicate benefits or foster loyalty program enrollment. IHG needed a cohesive rebrand and digital refresh that would unify customer touchpoints, educate users on new offerings, and strengthen loyalty across regions and segments.
The Solution
A full redesign of the IHG-branded site was led to align with the new IHG Rewards Club identity. This included a restructured information architecture, refreshed visual design system, and enhanced user experience optimized for both marketing and member engagement. Creative direction was also provided for all marketing materials—both internally produced and agency-led—ensuring consistency across all media. These efforts helped clearly communicate program enhancements, support global hotel launches, and reinforce IHG’s brand promise.
The Result
The rebranded loyalty program and redesigned digital experience led to a measurable increase in member engagement and program enrollment. IHG’s move to offer free internet to members—an industry first—was widely recognized and praised, setting a new standard in guest benefits. The refreshed site and supporting marketing efforts helped unify the customer journey across IHG brands, improved cross-selling performance, and positioned IHG Rewards Club as a key differentiator in the competitive hospitality market.
