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China Duty Free Group – CDF Members and IHG One Rewards Partnership Scheme Launch
China Duty Free Group (CDFG) and InterContinental Hotels Group (IHG) integrated high-end membership privileges, offering travellers premium stable operation standards and service quality. The campaign, which ran from 1 August 2022 to 31 July 2023, not only enhanced the member experience but also tapped into the thriving Hainan tourism and duty free market.
Both parties achieved interoperability without additional costs, providing quality rights and benefits to top members. The partnership capitalised on Hainan’s popularity, using it as a hub to extend a distinctive ‘duty free shopping plus enjoyable stay and enjoyment’ journey to international travellers.
The joint efforts and resource sharing promoted the innovation and upgrading of the membership experience. It satisfied the one-stop demand of consumers for ‘shopping and luxury travel’, promoting the release of consumption potential and assisting the overall development of the culture and tourism industry.
During this campaign, CDFG members who had reached the designated level and IHG Premium Club members shared a series of privileges and benefits. CDFG Diamond and Platinum members enjoyed check-in privileges at IHG’s participating hotels in Hainan, including welcome drinks on the day of check-in, free room upgrades, 15% discounts on food and beverages, and late check-out. They could also receive the ‘InterContinental Ambassadors VIP Program’ experience to stay at more than 50 IHG InterContinental hotels and resorts in Mainland China.
A win-win partnership: Pictured third from left is CDFG Executive Deputy General Manager Chang Zhujun (Luke Chang) alongside InterContinental Hotels Group Greater China Managing Director Daniel Aylmer (third from right). They are joined by CDFG Marketing Department General Manager Yu Miao (second from left); InterContinental Hotels Group Greater China Chief Marketing Officer Hu Yingchun,(second from right); CDFG Director of Marketing Department Yang Lin (left) and InterContinental Hotels Group Greater China Chief Director of Guest Loyalty and Strategic Cooperation Marketing Chen Lei (right).
Members completed identity verification and received benefits through the CDFG Membership mobile application, which could be authenticated at the hotel’s front desk. Using the IHG application programming interface, consumers could complete the collection of InterContinental Hotels’ ambassadorial membership experience rights and benefits in CDFG’s membership mini-programmes and head to offline hotels for underwriting and use. This shortened the usage chain and improved the service experience.
This membership rewards partnership was flagged off at a conference by CDFG Executive Deputy General Manager Chang Zhujun and IHG Greater China Managing Director Daniel Aylmer. Over 50 media outlets attended the event to report on the membership rights and benefits cooperation between the two parties. The official Weibo and WeChat handles of IHG and CDFG shared publicity and promotional content to spread awareness about the CDFG membership and IHG Premium Club.
This membership benefits interchange was based on the stable cooperation and trust between the two parties. CDFG and IHG have long been focusing on the travel retail and hotel tourism market, promoting service innovation and experience upgrading. The companies give full play to their synergistic advantages, forming complementary business models, while continuing to revolutionise culture and tourism consumption.
The Moodie Davitt eZine The Moodies 2023
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