“Kate quickly grasped the nuances of hotel operations and helped us translate scattered loyalty logic into something our front desk teams could actually use.”
Biz/Org
Intercontinental Hotels Group (IHG)
Year
2016
Hospitality
Hotel CRM
Product Overview
“This gives me a reason to go above and beyond when I greet someone.”
The GAR tool surfaced relevant loyalty information (status, preferences, and offers) so hotel staff could provide exceptional check-in experiences.
Delivered enhancements to the Guest Arrival Report used by front-desk teams.
Integrated loyalty data into easy-to-read dashboards.
Helped identify service opportunities at the moment of arrival.
Aligned teams across CRM, marketing, and operations.
Improved adoption through better training and UX design.
Product Goals
How might we turn loyalty data into meaningful service moments?
Front-desk staff rarely saw the full story of a guest’s loyalty or stay history. GAR filled that gap by surfacing actionable insights before the first interaction.
Boost loyalty program satisfaction scores.
Highlight service opportunities without overwhelming staff.
Integrate seamlessly into hotel workflows.
Make IHG loyalty feel personal, not transactional.
Challenges
Legacy systems limited real-time integration.
Frontline staff had limited time and training.
Varying tech setups across global properties.
Hard to measure impact without direct feedback loops.
Solutions
Daily emails with actionable summaries for new guest check-ins.
Prioritized key loyalty signals like anniversaries and VIP status.
Piloted improvements in high-traffic hotels.
Outcome & Impact
Boosted guest satisfaction and loyalty program engagement.
Reduced check-in friction for top-tier members.
Gained internal support to expand CRM integrations.
Turned insight into action at the front desk.
