IHG’s elite makeover works

Best Elite Program — Hotels, Europe & Africa · IHG One Rewards

IHG didn’t merely rename its loyalty program.

It finally tackled one of its historic weak spots: elite benefits.

IHG One Rewards wins Best Elite Program in Europe & Africa for 2023.

The overhaul introduced a stronger Diamond tier, breakfast as a welcome amenity for Diamond members, milestone rewards and other benefits designed to make status more tangible.

That last word matters.

Status should do something.

A fancy membership card and a dedicated phone number are lovely.

Breakfast tomorrow morning is better.

Freddie voters apparently agreed.

The interesting thing isn’t that IHG won.

It’s what IHG had to change in order to win.