IHG claims rewards revamp is shifting growth to direct from OTAs

A seven per cent year-on-year shoot up in digital revenues and an astonishing 32 per cent increase in mobile revenues are among the chief highlights in the half-yearly results of Intercontinental Hotel Group (IHG).

Importantly, mobile revenues for the previous 12 months were $1.4 billion, a sharp increase compared with less than $50 million annually recorded in 2010.

The global roll-out of the “Tour Rate by IHG Rewards” initiative is, however, regarded as the company’s most vital digital move that comes close on the heels of a successful trial around pricing in some major European and American markets.

Noting that Your Rate made available to its members access to exclusive rates and benefits when they make direct bookings, CEO Richard Solomon said the company has witnessed a two per cent material shift in growth rate.

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IHG claims rewards revamp is shifting growth to direct from OTAs

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Hotel Otaku. Hotel reviewer. Aspiring photographer. Xenodocheionologist. Zac fuses his lifelong passions for 1. Beautiful Hotels & Resorts, 2. Thailand and 3. Website Design to bring NewThaiHotels to life, sharing the latest information on new and exciting luxury hotel openings in stunning tropical Thailand.

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