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Iris > Case Studies > Design and Launch of IHG's Global B2B Loyalty Program
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Design and Launch of IHG's Global B2B Loyalty Program

Applicable Functions
  • Product Research & Development
Use Cases
  • Inventory Management
The Challenge
The case study revolves around the challenge faced by IHG (InterContinental Hotels Group) in developing and launching a global loyalty program for corporate hotel bookers and event planners. The primary requirement was to create a single proposition that could cater to businesses of all sizes, ranging from global enterprises to individual wedding planners. The challenge was not only to design and develop the program but also to manage its launch. This involved initial business casing, stakeholder engagement, requirements gathering, go-to-market strategy, migration from legacy programs, and launch strategy.
About The Customer
The customer in this case study is IHG (InterContinental Hotels Group), a multinational hospitality company. IHG operates several hotel brands and needed a global loyalty program for corporate hotel bookers and event planners. The program was required to cater to businesses of all sizes, from large global enterprises to individual wedding planners. IHG needed a comprehensive solution that would not only help them design and develop the program but also manage its launch and ongoing development.
The Solution
Iris, a specialist in Customer Relationship Management (CRM) and Loyalty, provided IHG with the necessary support to overcome their challenge. They were involved in the ongoing design, development, and launch program management throughout the project. Iris's solution included initial business casing, stakeholder engagement, requirements gathering, go-to-market strategy, migration from legacy programs, and launch strategy. Following the successful launch of the program in April 2015, Iris continued to support IHG with program steering and mid-term strategic road-mapping to shape the ongoing development and commercial expectations of the loyalty program.
Operational Impact
  • The operational results of the project were highly successful. The loyalty program was successfully launched in April 2015, and Iris continued to provide support for program steering and mid-term strategic road-mapping. This ongoing support helped shape the development and commercial expectations of the loyalty program. The program was able to cater to businesses of all sizes, from global enterprises to individual wedding planners, demonstrating its versatility and wide reach. The successful migration from legacy programs was another significant operational achievement.
Quantitative Benefit
  • Generated 2 billion dollars in revenue through the program in less than 3 years (by June 2017)
  • Achieved 100 million dollars in revenue through the program in a single month (July 2017)

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