Best Messaging Practices for Each IHG Loyalty Tier



July 5, 2022

Loyalty programs in the hospitality industry not only include great perks for guests—they’re also beneficial for hotels, showing enhanced brand loyalty, increased satisfaction scores, and higher rates of direct booking. 

With the recent rebrand of IHG’s loyalty program to the IHG One Rewards program, it’s important to think about what language should be used with loyalty partners to keep them on board and rising up the levels!

The IHG One Rewards program

The IHG One Rewards program allows guests to cash in on a variety of perks based on their length of stay and level of membership: from the ability to earn 4x the points to 6x the points on stays, the levels range from Club Member to Diamond Elite.

Basic perks include free Wi-Fi, flexible checkout, and access to member rates and offers, and more elevated benefits include complimentary drinks or breakfasts and rollover nights. With all of this and more, it should be easy to drive guests to the loyalty program, but sometimes it’s all about communication. 

Hospitality messaging at each level

  • Club Member

This level is the most basic membership tier. It includes basic perks such as free Wi-Fi, no black-out days, and a new feature: late check-out, as late as 2pm. 

These members are probably just getting started, or applied on a whim. Try a welcome message via hotel texting like the following:

“Hello <first name!> Welcome to <property name>. We are excited to have you as an IHG One Rewards Club member. The Wi-Fi password is <insert password> and check-out is at <check-out time>. How does your room look so far?”

  • Silver Elite and Gold Elite

The Silver and Gold Elite levels include a few more perks and show more dedication from the guest, available after 10-20 nights with IHG. 

These guests are becoming loyal to IHG, and are expecting a nice stay without any nonsense. One significant added perk for the Gold Elite member is that they get rollover nights for the next year, implying that they will continue being an IHG One Rewards member.

Treat them with a little bit of extra flair, and make them feel appreciated for always staying with IHG with hospitality texting:

“Hey there <first name!> We are pleased to welcome you to <property name> as a <Silver/Gold> Elite member. The Wi-Fi password is <insert password> and check-out is at <check-out time>. Is there anything we can get for you right away?"

  • Platinum Elite and Diamond Elite

The Platinum Elite and Diamond Elite members are very loyal IHG and are expecting top notch service. With exclusive perks such as early check-in, welcome snacks and drinks, and complimentary upgrades, these guests are paying for the premium IHG Hotels & Resorts experience—so make sure they know they’re getting it! 

“Hello, Mr./Ms./Mrs. <last name>! We are pleased to have you once again at <property name>. The Wi-Fi password is <insert password> and check-out can be extended as late as 2pm. Can we get you any welcome drinks or snacks?”

Welcome messages via guest messaging for hospitality is a great way to make any guest feel valued. Learn how hotel texting services are improving the guest experience today!

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