Priority Club Rewards the New Number One

by Randy Petersen

Priority Club Rewards the New Number One

As of July 26, InterContinental Hotels Group’s Priority Club Rewards became the largest frequent guest program in the world, boasting a total membership of more than 21 million.

That’s 21 million, as in 21,000,000. To put that in perspective, there are currently more Priority Club Rewards members than there are Australians, not to mention Syrians, Greecians and Floridians.

“We’ve actually doubled the number of members since 2001,” said Steve Sickel, senior vice president, loyalty marketing, InterContinental Hotels Group. “And our program’s popularity is driven by continually improving the program with benefits and promotions that our members truly want.”

According to statistics provided by Priority Club Rewards, over 300,000 new members are signing up each month, with 20 percent enrolling via the Internet.

Some other statistics of note provided by the program:

  • Over the past four years, Priority Club Rewards members have redeemed 50 billion points, worth more than $340 million.
  • Members who choose to collect frequent flyer miles have earned nearly 3 billion miles since 2000, enough for about 120,000 tickets.
  • If every member held hands and stood next to each other, the line would stretch for 22,952 miles, or nearly all the way around the world.

    Those numbers are certainly hard to ignore … well, except for that last bit about the handholding.

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