Office Space News
Regus Gets Audience of 48 Million in IHG Alliance
Published May 19th, 2010 by Jennifer LeClaire
It’s been all of a few weeks since Regus announced a strategic partnership. Regus just broke the alliance silence with its latest deal with InterContinental Hotels Group (IHG), the world’s largest hotel company.
Here’s how it works: IHG’s Priority Club rewards members are getting a free annual membership to the Regus businessworld gold program. That gives them unlimited access to Regus’ more than 1,000 business lounges in 450 cities around the world.
Priority Club Reward members can also earn points on Regus private and virtual office packages. Specifically, members can earn and redeem points at over 4,400 hotels in IHG’s global portfolio, including Crowne Plaza and Holiday Inn. On the other side, members can also earn 30,000 Priority Club Reward points and a free month on a Regus private office space and 10,00 points and one month free on any virtual office program through this partnership.
“We’re always looking for innovative ways for our 48 million Priority Club Rewards members to earn and redeem points,” says Lincoln Barrett, IHG’s vice president of Guest Marketing. “This partnership with Regus gives our most loyal customers access to more places to work while on the move, and get rewarded for it.”
What does Regus get out of the deal? Access to targeted audience of more than 48 million people who at least do some business traveling. Wow. Considering the magnitude of this deal, it’s no wonder Mark Dixon, Global CEO of Regus, took time out of his busy schedule to comment himself. Dixon called the deal with IHG a natural partnership that demonstrates our understanding of our customers’ lifestyle.
“We know that many Priority Club Rewards members are professionals who travel frequently,” Dixon says. “With that lifestyle comes the challenge of maintaining productivity and comfort while in transit. Regus provides access to prime work space worldwide where members can work, conduct meetings and connect with associates, or simply relax between appointments.”
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Elizabeth Sanchez May 19th, 2010 at 11:50 am
This looks like a great opportunity for Regus. With 48 million members in the IHG program, Regus is bound to get some new customers for their serviced office facilities and virtual office space. Even if they only got a half of one percent to look at their brand, you’d get some word of mouth going. I think this is one of Regus’ best strategic alliances yet.
Bill Brookshire May 19th, 2010 at 12:05 pm
That is pretty impressive. You are right. I can see how an announcement like that would elicit the attention of Mark Dixon. Regus gets a built-in audience. The key is how IHG will promote this to its members. Will they get a flyer in the mail? A mention as part of the rewards statement? How aggressively will IHG work to get the Regus message out? Without awareness, the deal does little good for serviced office space rentals.