What is the story about?
What's Happening?
IHG Hotels & Resorts has launched a unique experience for its loyalty program members at the US Open Tennis Championships, called 'Bed on the Baseline.' This initiative offers selected members the opportunity to enjoy breakfast on the court at Louis Armstrong Stadium, scheduled for September 15. Participants will receive private transfers to the stadium, where they will be greeted by a concierge and served breakfast courtside. 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 marketing in the hospitality industry. By offering exclusive experiences, IHG aims to enhance customer loyalty and engagement, potentially increasing membership in its rewards program. The 'Bed on the Baseline' experience not only provides unique value to existing members but also serves as an incentive for new members to join. This strategy could lead to increased brand loyalty and customer retention, setting a precedent for other hospitality brands to follow.
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. The 2025 US Open Tennis Championships will take place from August 18 to September 7 at the USTA Billie Jean King National Tennis Center in Flushing, New York. As the event approaches, IHG may announce additional promotions or experiences to further engage its loyalty members.
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