What's Happening?
IHG Hotels & Resorts has launched a unique initiative for its loyalty program members at the US Open Tennis Championships, called 'Bed on the Baseline.' This exclusive experience allows selected members to enjoy breakfast on the court at Louis Armstrong Stadium. Scheduled for September 15, after the tournament concludes, participants will receive private transfers to the stadium, where they will be greeted by a concierge. The breakfast will be served courtside, and guests will have access to IHG-branded amenities. Attendees can also view match highlights on the stadium's screen. Additionally, IHG is introducing a limited-edition cocktail, the Watermelon Slice, available at the US Open's IHG Racquet Bar and select IHG properties in New York City.
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Why It's Important?
This initiative by IHG Hotels & Resorts highlights the growing trend of experiential marketing in the hospitality industry, aiming to enhance customer loyalty and engagement. By offering unique experiences like 'Bed on the Baseline,' IHG is differentiating itself in a competitive market, potentially increasing its brand value and customer retention. The introduction of exclusive events and products, such as the Watermelon Slice cocktail, further strengthens IHG's presence at major events like the US Open, attracting both existing and new customers to its loyalty program. This strategy could lead to increased bookings and brand loyalty, benefiting IHG's business operations and market position.
What's Next?
IHG One Rewards members can enter to win the 'Bed on the Baseline' package through the IHG One Rewards Access platform until September 7. Non-members are encouraged to register for the rewards program to participate. As the US Open Tennis Championships take place from August 18 to September 7 at the USTA Billie Jean King National Tennis Center in Flushing, New York, IHG's initiative may inspire other hospitality brands to create similar exclusive experiences, potentially leading to a broader trend in the industry.
