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IHG vs. Marriott: Who’s Winning the Gen Z Hotel Loyalty Battle?
- Gen Z's approach to loyalty programs has shifted, emphasizing ease of use, personalization, value, sustainability, aesthetics, and social sharability in hotel loyalty programs.
- Marriott Bonvoy offers a wide range of brands and experiential perks like backstage concert access, but their points redemptions and sustainability efforts could be improved.
- IHG One Rewards revamped its loyalty program for quicker rewards and transparency, with brands like Kimpton appealing to Gen Z; however, there are concerns about global brand recognition and marketing.
- Gen Z looks for a balance between price and vibe, with IHG often offering better value while Marriott excels in creating unique experiences.
- Marriott Bonvoy has a strong social media presence and influencer partnerships, while IHG is starting to catch up but has room for growth in engaging with influencers.
- In terms of brand visibility and aesthetics, Marriott leads, but for value, flexibility, and rewarding stays faster, IHG may be more appealing to Gen Z travelers.
- Ultimately, for Gen Z, the choice between IHG and Marriott comes down to a mix of aesthetics, value, and experience, highlighting the importance of making loyalty feel like an engaging experience.
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