As competition intensifies across global meetings and celebrations, loyalty programmes are emerging as a strategic differentiator—not just for guest retention, but for influencing planner behaviour at scale.
In conversation with Experiential Planner, Robert Singleton, Director – Loyalty Performance Strategy at IHG Hotels & Resorts, shares how loyalty ecosystems are being restructured to support the growing complexity of MICE and wedding business.
On Designing Loyalty for MICE & Weddings
At the core of IHG’s approach is IHG Business Rewards, designed to support both planners and guests. Planners earn 3 points per $1 spent across accommodation, meeting spaces, and event-related F&B—without any minimum spend requirement.
“This is especially valuable in markets like India and the Middle East, where weddings and MICE programmes often span multiple days,” Singleton notes. “The earning potential becomes significant, while also simplifying the planner–hotel relationship.”
The integration with IHG One Rewards allows planners to translate professional bookings into personal benefits—blending transactional value with emotional loyalty.
On Data-Led Event Design
Loyalty data is actively shaping how IHG designs its event offerings. Insights from booking patterns—covering room blocks, F&B, and seasonality—are informing more customised, experience-led packages.
“We’re seeing growing demand for hybrid capabilities, flexible venues, and high-touch experiences,” Singleton shares.
Promotions like 2X points (up to 120,000 per event) respond to planner demand for accelerated rewards, particularly during peak MICE periods.
At the same time, repeat booking trends have encouraged hotels to invest in immersive cultural setups, curated dining, and wellness-led experiences—elements that directly influence satisfaction and repeat business.
On Loyalty Driving Retention & Growth
For IHG, loyalty programmes are both retention and growth drivers. Consistent earning opportunities encourage planners to consolidate spend, while also enabling hotels to maintain rate integrity without heavy discounting.
The absence of minimum spend thresholds is also widening access—attracting smaller groups, emerging corporates, and independent wedding planners.
Crucially, the programme rewards the booker, not just the traveller—opening direct engagement with key decision-makers such as travel agents and wedding planners.
“With a global portfolio, planners can move across destinations—whether for corporate events or weddings—while carrying their loyalty benefits with them,” Singleton adds.
