InterContinental Hotels Group (IHG) understands the value of recognizing and appreciating customer loyalty, which it demonstrates in novel and creative ways. Along with announcing a new top tier for IHG® Rewards Club, the brand’s esteemed world-wide loyalty program, IHG is commemorating the addition with a series of photographs from Steve McCurry, the acclaimed photographer who has been celebrated for his iconic 1984 photograph called “Afghan Girl.” IHG, a multinational hotel company that operates nearly 5,000 hotels across almost 100 countries, is now offering “Spire Elite.” The name of the new loyalty program tier is influenced by a “spir,” an old English word for a stalk of grass that out grows all the others and stands as a symbol of strength.
IHG states that the addition of this new and very elite membership tier comes after comprehensive research revealed that members felt it important to recognize customer loyalty. And Spire Elite is the brand’s efforts to demonstrate this recognition. Furthermore, the inclusion of Steve McCurry’s photography brings another layer of meaning to the brand’s relationship with its customers. A series of three poignant photos have been selected to accompany IHG® Rewards Club, which portray emotional images of people recognizing and respecting each other.
Rewards members can reach Spire Elite by earning 75,000 points, or by completing 75 qualifying overnight stays at any IHG hotel within one year. The new tier also gives members the ability to earn a significant number of additional points including 100% extra bonus points across IHG’s entire portfolio. As an added “thank you,” Spire Elite members can also choose between gaining an extra 25,000 points and automatically upgrading someone else to the Platinum level.