Front Desk

IHG Loyalty Promotion Sticks it to Hilton

IHG today announced its "Luckiest Loser" competition, which takes direct aim at competitor Hilton. IHG is offering jilted Hilton HHonors members a chance to win big Priority Club Rewards points. Hilton recently adjusted its loyalty point values, in essence devaluing members' points by about 20 percent. IHG is offering its Priority Club Rewards members a chance to earn back lost Hilton points. The 'Luckiest Loser,' the PCR member who has the highest verified HHonors points balance, will earn two million Priority Club points, enough to redeem about 80 free hotel nights. Another 20,000 'Lucky Losers' will be awarded up to 400 million total Priority Club points.

“If you want your loyal customers to stick with you during tough times, it's vital to show you appreciate them and give them more value, not less. So it's no wonder there was such a negative reaction to Hilton devaluing their points program,” said Tom Seddon, chief marketing officer, IHG.

First the Starwood lawsuit and now this? It's a smart and aggressive marketing move by IHG, which will surely gain some new members and maybe steal some of a competitor's most loyal customers.

What's next, Days Inn hiring Paris Hilton as a spokesperson?

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