In January 2010, HHonors devalued member points upwards of 20%. IHG reacted with, "Luckiest Loser" (above)
LoyaltyOneConsulting expresses agreement with Insiders views and takes a critical under-the-hood look at the impact of IHG's initiative on commoditizing loyalty programs:
"Yes, it’s a competitive initiative, and vigorous competition is expected in any business. Yes, it’s an original initiative, and we at COLLOQUY certainly encourage marketers to avoid copycat tactics. But the tone of this promotion takes competition to an entirely new level within the loyalty industry. It amounts to a negative war of words–as well as creates an environment of points commoditization that we believe bodes poorly for loyalty programs. "
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