Incentive campaign achieves 151.66% ROI for Intercontinental Hotel Group journeys

We helped Intercontinental Hotel Group (IHG) grow its share of the UK Meetings, Incentives, Conferences & Exhibitions (MICE) market with an incentive campaign that achieved 76% agent participation, significant increase in agent spend and a ROI of 151.66%.

The client

Intercontinental Hotel Group (IHG) is an international hotel company operating seven hotel brands, including InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites.

Their requirement

IHG was facing declining revenues due to the downturn in the business travel market. The business required a campaign that would grow its share of the UK Meetings, Incentives, Conferences & Exhibitions (MICE) market by incentivising active agents to deliver more business and re-activating lapsed agents.

What we delivered

We devised an integrated incentive campaign based on the theme “Thanks a Million”. The campaign stimulated business by setting agents personal spend targets and rewarding them with loyalty points. Utilising dynamic marketing techniques, we were able vary spend targets based on agents’ spend for the previous year. Agents were sent personalised materials and access to their own personalised website (PURL), where they could see their points balance in real-time and how they could convert their points into rewards ranging from Amazon vouchers to experience days.

The impact

The campaign ran for nine months. Within the first two months, 61% of the agents had participated, rising to 76% by the end of the campaign. Point redemption rates rose by 218% – indicating that awareness of the programme had increased – and active members’ spend increased significantly compared to the same period in the previous year. The campaign generating a positive ROI of 151.66% and was shortlisted for the Meeting Industry Marketing Awards (MIMAs).