As an industry observer I really like the way IHG runs their seasonal promos. As a consumer maybe not so much given that the returns thus far have not been particularly worthwhile for me personally, but the overall concept of targeting the promotions based on individual behavior – theoretically based on past activity and patterns – is a good thing. Assuming it actually works. And so this week I logged in to the portal for their Into the Nights promotion, the latest version of what was previously the Big Win, to see what my potential earning was.
My qualifying requirements are actually pretty easy to hit this time around. I can do it all if I book two stays at different Holiday Inn properties via the IHG App and if those stays combined cover three nights, two of which are a Saturday. It shouldn’t be too hard to find those nights somewhere in the next 115 days.
But the reward value is also a bit more limited this time around. Rather than the variety of bonus points for hitting all the targets this iteration is a fixed value for everyone: 50,000 points or 2 award nights. Those 50,000 points could be a single night at one of the nicer properties or ten nights on Point Breaks awards. The two award nights option would be two nights anywhere, so better than the points if higher-end properties are on the horizon.
Or, as is most likely for me, it continues to probably not be worth bothering to go for. If I can make the three nights at Holiday Inn properties work in my schedule without going out of my way for it then I suppose I’ll download the app to make the bookings. I’m definitely not going out of my way to make sure I hit the target. The RoI on speculative stays just isn’t there for me.
But I really do like the customized benchmarks for earning qualification. Sure, it is more complicated for the programs to run promos that way, but I’m betting it is also much more beneficial to the programs as well.
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