IHG Achieves Milestone with 80% Direct Business Bookings

InterContinental Hotels Group (IHG) has announced a significant achievement, reporting that 80% of its room revenue now comes from direct bookings through IHG-managed channels. 

This marks a notable increase of 3% compared to previous figures, reflecting the company’s successful strategies in enhancing customer engagement and loyalty.

The rise in direct bookings aligns with IHG’s broader strategy to enhance profitability and reduce reliance on third-party platforms. This approach not only boosts revenue but also allows for better control over customer data and relationships.

Strategies Adopted to Increase Direct Bookings:

– Investment in Technology and Loyalty Programs: IHG’s success in reaching this milestone can be attributed to substantial investments in technology and the enhancement of its loyalty programs. 

By focusing on improving the customer experience, IHG has effectively encouraged guests to book directly through its platforms rather than relying on third-party booking sites.

– Enhanced Customer Experience: The company has prioritized creating a seamless and user-friendly booking process, which has contributed to increased direct bookings. 

This includes optimizing its website and mobile app, making it easier for guests to find and reserve accommodations.

– Focus on Loyalty: IHG’s loyalty program has played a crucial role in driving direct bookings. By offering exclusive benefits and rewards to members, the company has incentivized guests to book directly, fostering a deeper relationship with its customer base.

– Pricing Initiatives: IHG launched a “Lowest Price Promise” campaign that guarantees guests the best market price when they book directly through IHG Rewards Club. This initiative not only incentivizes direct bookings but also enhances loyalty program enrollment.

– Affiliate Marketing: Collaborating with affiliate marketing partners, IHG has implemented campaigns that challenge existing booking patterns. By leveraging content marketing and exclusive offers, IHG has effectively shifted customer behavior away from OTAs and towards direct bookings.

These combined efforts have not only increased IHG’s direct bookings but also reduced reliance on third-party platforms, ultimately benefiting both the company and its customers by lowering costs and enhancing the overall travel experience.