IHG Hotels & Resorts has launched of a reimagined digital booking experience for its guests that leverages the power of cloud-based platforms.
The enhanced booking experience empowers guests to select individual room attributes such as a higher floor or a room with a view, the company reports. Guests can also personalize their stays with various enhancements including IHG One Rewards elite-qualifying bonus points, food and beverage credits, lounge access, special in-room welcome amenities or pre-paid parking—all as part of the redesigned booking flow. To date, more than 5,000 hotels have the ability for guests to choose room attributes and more than 100 will have stay enhancements live by the end of 2023.
“The innovative technology that powers this level of customization for IHG’s guests has allowed us to fully reimagine the booking experience, adding greater choice through the convenience of the platform,” said George Turner, chief commercial and technology officer, IHG Hotels & Resorts. “By leveraging the company’s next-gen cloud solutions, we are setting a new standard in the industry, ensuring guests have the power to curate their perfect stay with ease.”
To achieve this new process, IHG undertook an extensive process, beginning with a comprehensive inventory of every room across its global portfolio of hotels and resorts. This inventory included details such as higher-floor rooms, ocean or city views and additional amenities that guests seek when booking. Simplifying available rates across all locations worldwide ensured that guests could effortlessly find their ideal room, the company reports.
And guests aren’t the only ones seeing value from stay customization. On average, when a guest purchases an attribute for their stay, hotels see additional revenue of $22 per night for that booking, with luxury & lifestyle brands seeing up to $41 of additional per night revenue for upsell bookings, according to the company.
IHG’s partnership with Amadeus has been instrumental in establishing IHG as a leader in next-gen cloud solutions, according to the company. IHG has also invested in rebuilding each hotel’s website, recognizing that 40% of website traffic originates from these platforms. With more than 80% of IHG hotels already boasting a new website, IHG continues its commitment to fully showcase the offerings available to guests across its 19 brands. Further investment included standardizing the definition of room types globally; for example, a Holiday Inn brand premium room type is always 15% larger than a standard room type.
Turner added, “This game-changing solution demonstrates IHG’s dedication to staying at the forefront of the hospitality industry. We are committed to continually developing and refining offerings to enhance the customer journey and elevate the booking experience like never before.”
