Some links to products and partners on this website will earn an affiliate commission.

Hotel group IHG has imaginatively rebranded as ‘IHG Hotels & Resorts’. As part of that boundary-pushing project, its loyalty programme has also been refreshed, from ‘IHG Rewards Club’ to ‘IHG Rewards’.

“IHG Hotels & Resorts has headed into 2021 by refreshing its brand to further reflect the hotel group’s purpose of True Hospitality for Good, its evolving story, portfolio and the needs of hotel owners, consumers, and communities around the world. 

The brand refresh reflects the company’s growth to 16 brands welcoming guests and loyalty program members through the doors of nearly 6,000 hotels across 100 countries. With an updated identity, the company is focused on strengthening perception, how it engages guests, hotel owners and colleagues and better promoting the breadth of its portfolio.”

I’m sure you’re as excited about all that as I am, but to be fair, the new brand style definitely looks classier than the old orange logo.

Bottom line

The main reason for writing an article about this radical development is simply to reassure you that nothing important is actually changing. You don’t need to rush to spend your IHG Rewards Points, learn about new elite benefits, or anything like that. IHG Hotels & Resorts has made things look a bit nicer – and that’s a good (if small) thing.

It will be interesting to see if there are plans for more meaningful changes to the loyalty programme later this year.

What do you think about the new branding?