InterContinental Hotels Group (IHG) along with SAMHI undertook an in-depth consumer survey to better understand the needs and expectations of the road warriors in India. The survey revealed that while 54 per cent of the respondents are already enrolled in a hotel loyalty programme, an impressive 74 per cent see benefits in enrolling in a loyalty programme.
The survey was conducted by Nielsen India in Delhi, Mumbai, Bengaluru, Chennai and Hyderabad with 25-44 year old frequent travellers, who travel largely for business across India and seek mid-market hotel accommodation. The survey also revealed, larger percentage of the respondents in Bangalore (62%), Hyderabad (58%) and Delhi (57%) are enrolled in a hotel loyalty programme. Among those already enrolled in a hotel loyalty programme, 56 per cent stated that the benefits offered by the programme were by far the most valuable aspect of the loyalty programme followed by ease of redemption (24%) and global network (20%).
Vivek Bhalla, Regional Vice President, South West Asia, IHG commented on the survey, “It’s great to see the survey validating that travellers find value in enrolling for hotel loyalty programmes. Over the last few years, we have witnessed a significant rise in the enrolment numbers for our global loyalty program, IHG Rewards Club, in the Indian market. IHG Rewards Club offers great benefits to our guests and we currently have over 100 million members enrolled in the programme, globally. For added convenience of our guests, we also have an award-winning mobile App which allows them to book their stay easily and provides them with industry leading loyalty redemption options and a richer stay experience.”
Ashish Jakhanwala, Founder, MD & CEO SAMHI Hotels Pvt. Ltd. commented, “It is reassuring to note that the status and reputation of hospitality brands have emerged as more important attributes than the price. IHG holds a strong reputation globally for its signature hospitality, standardised brand experiences and a great loyalty programme, IHG Rewards Club, which has a huge member base. We have been working closely with IHG in India to deliver the same benefits and guest experience that reflects the warmth and operational excellence of IHG and is consistent across our entire Holiday Inn Express portfolio in India”