IHG One Rewards makes quite an entrance

Program of the Year — Hotels, Europe & Africa · IHG One Rewards

New name.

New program.

Very old hotel company.

IHG One Rewards wins Hotel Program of the Year in Europe & Africa for 2023.

IHG had recently undertaken a major overhaul of IHG Rewards, relaunching it as IHG One Rewards with redesigned elite tiers, milestone rewards and a considerably more ambitious benefits structure.

Rebranding a loyalty program is easy.

Change the logo.

Send an email.

Declare everything “enhanced.”

Convincing frequent travelers that it actually got better is another matter.

IHG did.

The new One Rewards won Program of the Year almost immediately.

Freddie voters are not known for grading on effort.

They grade on results.

One year into the new era, IHG got one very large result.