IHG has seen about a 1% revenue lift attributed to upsell opportunities on its direct digital booking channels.
Reporting earnings for the first half of 2023, the Holiday Inn-parent said upsell booking average is $23 across its portfolio rising to $44 for its Luxury & Lifestyle properties.
Attributes such as bigger rooms and better views are currently available at more than 5,000 properties, with further attributes in the pipeline.
The attribute selling capability is part of IHG’s Guest Reservation System, a development with Amadeus, first announced in 2015.
IHG said the GRS is also enabling cross selling of ancillaries including food and beverage credits, in-room amenities and parking resulting in conversion of 2% of eligible guests and additional revenue of $81 for Luxury & Lifestyle properties.
The company also provided updates on the launch of One Rewards, its loyalty program unveiled a year ago. IHG said more than half of room nights are driven by loyalty members and that enrollments in the program are up 60% compared with the first half of 2022 to about 115 million members.
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IHG also continues to work on its “digital advantage,” one of the priorities set 18 months ago, with 40% to 50% increases in downloads, users, bookings and revenue for its new mobile application in the first six months of 2023 versus the same period in 2022.
Mobile accounts for half of all digital bookings and the new app, launched last year, attracts 13 million monthly users, up from 9 million for the previous version.
The company said it has also enhanced its WeChat channel in China with a new user interface resulting in a revenue increase of almost 200% and a booking conversions increase of almost 33% year-over-year.
The updates came as IHG reported group revenue of $2.2 billion for the first half of 2023, up 24% on the same period in 2022. Operating profit was $584 million compared with $361 million year over year.