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iotec increasing IHG's direct bookings through acquisition and loyalty

Objective

There were two core objectives

1. Drive direct bookings from new customers
2. Encourage existing members to join the Accelerate loyalty programme

Challenge

This campaign supported InterContinental Hotels Group’s (IHG) key business objective to increase the proportion of direct bookings across their family of hotel brands.

iotec identifed two core opportunities to increase IHG’s direct bookings: 1) interrupt new customers at the moment of intent and 2) drive existing, loyal members to activate through IHG’s loyalty programme, Accelerate.

Using real-time, dynamic data iotec implemented multiple machine learning strategies to identify and differentiate between IHG’s customers and set out to maximise direct website bookings.

Solution

iotec integrated with IHG’s data management platform and combined first party customer data with machine learning to build a holistic direct booking strategy:

1. New customer acquisition

Existing members were excluded from acquisition activity, to focus on incremental new customers. iotec’s machine learning technology modelled customer intent signals, allowing IHG to target potential customers when they had intent to book a hotel.

2. Building customer loyalty

iotec identifed Rewards Club members and targeted those individuals with ads for the Accelerate programme, using machine learning to adapt this targeting to the time and place when customers were most likely to respond.

Industry Recognition

               

Results

iotec’s machine learning technology and intent targeting have proven to achieve consistently, campaign after campaign.
Rodrigo Valimede Oliveria, Programmatic Advertising Manager, IHG

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