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 offering a limited-edition cocktail, the Watermelon Slice, at the US Open's IHG Racquet Bar and select IHG properties in New York City.
Why It's Important?
This initiative by IHG Hotels & Resorts highlights the growing trend of experiential offerings in the hospitality industry, aiming to enhance customer loyalty and engagement. By providing unique experiences like 'Bed on the Baseline,' IHG is differentiating itself in a competitive market, potentially attracting more members to its loyalty program. The introduction of exclusive events and products, such as the Watermelon Slice cocktail, also serves to strengthen brand presence during high-profile events like the US Open. This strategy could lead to increased brand recognition and customer retention, benefiting IHG's business operations and market positioning.
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 progresses, IHG may continue to leverage its presence at the event to promote its brand and loyalty program. The success of this initiative could lead to similar experiential offerings at future events, further enhancing IHG's appeal to current and potential customers.
