Intercontinental Hotels Group has announced a new top tier membership level for its IHG Rewards Club loyalty scheme.
To qualify for the top level, members will need to earn 75,000 points or stay at IHG hotels for 75 qualifying nights over a year.
IHG Rewards Club currently has two three levels of membership — club, gold and platinum. The new top tier launches in July; its name will be revealed at that time.
Top tier members will receive 100 per cent extra bonus points for qualifying stays and will be able to choose between receiving 25,000 points or upgrading a friend or family member to Platinum status.
IHG is also restructuring the qualification requirements for Gold and Platinum membership levels. To achieve gold status, members will need to earn 10,000 points or stay at IHG hotels for ten nights in a year; platinum status is awarded at 40,000 points of 40 IHG hotel stays.
From May 2016, all IHG Rewards Club points will expire for any member who has not earned or redeemed any points in the previous 12 months.
IHG said in a statement: "IHG Rewards Club members will continue to maintain their point balances simply by completing a qualifying stay at one of IHG's 4,800 hotels or redeeming some of their existing points during a membership year."
The hotel group is also introducing a Customer Relationship Management system to keep track of member preferences including room location, pillow type and offers.
Susanna Freer Epstein, IHG's customer loyalty marketing senior vice president, said: "We want to thank our members for their loyalty by responding to this at every stage of the guest journey, offering experiences that are personally relevant. And we want to say a special thank you to our most loyal members through the introduction of a new top membership level.
"These enhancements are just the start of a number of exciting new improvements we will be making to the programme in the coming months."
Last year, IHG launched an online IHG Rewards catalogue offering "thousands of retail redemption choices tailored to over 200 countries and 20 languages" (see news, November 25).