IHG may not be my preferred program for Loyalty but they took a step in right direction by reducing number of nights required to maintain elite status with the brand. As it is increasingly happening that people are afraid or can’t travel due to restriction by government/airline or various other possibilities
As it’s described, “with more constrained travel plans and a shorter time period during which members can earn elite tier status,” IHG is reducing requirements for elite status by at least 25%.
Here’s a chart showing the modified 2020 elite requirements:
As the note goes on to explain:
We know that many of you are now thinking about how to manage your loyalty activity this year and we are committed to supporting you to do that. You are our most loyal guests and we want to give you more reasons to get away and stay with us – when the time is right for you.
This is the best move made by any loyalty program so far. I believe other loyalty programs should also follow the suite as they are well aware of ongoing global crisis. The travel is definitely down and many companies have effectively stopped in-person meetings and are preferring to stick to video-conferencing or other digital possibilities.
The loyalty is a 2 way street and programs should learn to be resonable as per market setup.