On September 30, 2009
Talking to IHG’s VP of Loyalty Programs on the Psychology of Point Redemption
Recently, IHG (parent company of the Holiday Inn and Intercontinental brands, among others) quietly rolled out a new feature in its loyalty program that allows members to use points to buy flights directly. There’s nothing particularly innovative about this change, but the conversation I had with IHG’s VP of Loyalty Programs Don Berg was a fascinating look at the psychology involved in customer point redemption decisions.
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