IHG, whose 16 brands include Intercontinental, Holiday Inn, and Crowne Plaza, has rebranded as IHG Hotels & Resorts. And they’ve changed the name of their loyalty program from IHG Rewards Club to IHG Rewards.
You don’t actually care,
- IHG hasn’t articulated any consumer benefit to the rebrand
- They haven’t taken the opportunity to pair this with brand improvements or new loyalty program benefits
Changing the name of the hotel company to add ‘hotels and resorts’ simply “reiterates the company’s collection of 16 brands that sit side by side as one family.”
Their new colors and font will “better tell the stories of the brand and make it more relevant and attractive to consumers – particularly a younger demographic of consumers, as well as hotel owners, colleagues and future talent around the world.”
New IHG Logo
And they’re dropping the world ‘club’ from the name of their loyalty program “to reflect the warm welcome that is available to all, with members able to make the most of their travels with exclusive rates, special benefits and easy ways to earn and redeem.”
One contribution they’ve offered along with the announcement is categorization for their brands although I’m not sure how useful these are,
|Six Senses||HUALUXE||Holiday Inn||Atwell Suites|
|Regent||Crowne Plaza||Holiday Inn Express||Staybridge Suites|
|InterContinental||EVEN Hotels||avid hotels||Holiday Inn Club Vacations|
|Kimpton||voco Hotels||Candlewood Suites|
In this construct Holiday Inn and Holiday Inn Express are essentially the same thing, even though the former is meant to be full service and the latter limited service. Holiday Inn timeshares are the same as long-stay hotels. And somehow Hotel Indigo is on par with Six Senses and Regent?
In fairness, and relative to hotel baseline, program members haven’t been Bonvoyed with a new made up word nor have you been asked to become part of a worldwide conspiracy as a Globalist or a form of French cheese (Explorateur) with new elite monikers. So compared to recent rebrands by competitors they haven’t done badly. I just wish Hilton would restore the second ‘H’ that used to be a part of HHonors.