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Is InterContinental’s New Offer Really a ‘Big Win’? Maybe

Is InterContinental’s New Offer Really a ‘Big Win’? Maybe

InterContinental calls its upcoming “Big Win” offer its “biggest promotion of the year.”

Whether it’s big, bigger, or biggest is hard to gauge. What it is for sure is the most complicated.

Offer Details

Between September 1 and December 31, members of InterContinental’s IHG Rewards (formerly Priority Club Rewards) can earn a minimum of up to 50,000 bonus points or 10,000 airline miles by completing a series of tasks. The actual bonuses, and the actions required to earn them, vary by member, according to a member’s history with the program.

Here’s an example of an offer that would earn the entry-level 50,000 bonus points:

  • Try one and done: Stay at any IHG hotel and receive 1,000 Points
  • Stay more and earn: Stay a total of 4 nights and receive 4,000 Points
  • Explore more brands: Stay at 3 different IHG brands and receive 10,000 Points
  • Book with us: Book 2 separate stays through an IHG hotel website or mobile device to get our best price guarantee and receive 2,000 Points
  • Win in a weekend: Stay 2 Saturday nights and receive 8,000 Points
  • Win big: Get an additional 25,000 Points if all promotions are completed by December 31, 2013

That would net 50,000 bonus points, all in, for as few as three stays totaling four nights. Here’s an offer that would generate 105,900 bonus points:

  • Try one and done: Stay at any IHG hotel and receive 1,000 Points
  • Stay more & earn more: Stay a total of 48 nights and receive 21,800 Points
  • Explore more brands: Stay at 3 different IHG brands and receive 14,000 Points
  • Survey the win: Complete a simple survey and receive 100 Points
  • Live the city life: Stay at 2 of the following locations below and receive 7,200 Points (Madrid, Amsterdam, Munich, Paris, London)
  • Win in a weekend: Stay 7 Saturday nights and receive 8,800 Points
  • Win big: Complete all of your offers and receive 53,000 Points

To find out which bonuses apply to you, and what you’ll have to do to earn them, enter your membership number and PIN on the “Big Win” promotion landing page.

Deal or No Deal

It’s difficult to definitively assess a variable promotion like this, when some members are reporting offers totaling 50,000 points and others are being offered more than 150,000 points, and the required qualification tasks are of vastly different degrees of difficulty.

There is no single offer here, just a collection of offers that run the gamut from easy and rewarding to not-gonna-happen and ho-hum. The most that can be said as a generalization, and a recommendation, is that the real value in these offers is unlocked by completing all the tasks, which more or less doubles the points earned for all the other activities.

It’s obvious that the IHG marketing brain trust has devoted considerable data-mining resources to this in an attempt to create offers that are relevant to individual members’ actual travel behavior and that nudge them toward meeting the company’s own objectives. For better or worse, such member-specific offers are the future of loyalty marketing.

Judging from a very active discussion of the offer on FlyerTalk, IHG still has a long way to go in fine-tuning offers such that they generate the maximum level of excitement, and the minimum level of frustration.

Reader Reality Check

What’s your “Big Win” offer? Is it worth pursuing?

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