IHG passe d’un marketing par e-mail « near-time » à un marketing en temps réel, avec à la clé une réduction des coûts et une diminution des délais de lancement.





Website ihg.com



The Customer

IHG (InterContinental Hotels Group) is the world’s largest hotel group by number of rooms. Each year, more than 130 million guests visit one of the more than 4,500 hotels and 650,000 guest rooms that IHG franchises, leases, manages or owns in 100 countries around the world.

With such popular brands as InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites® under its umbrella, IHG also manages the world’s largest loyalty program, Priority Clubs® Rewards, which has 52 million members.


Lincoln Barett


Lincoln Barrett, Vice President of Guest Marketing
IHG (InterContinental Hotels Group)


The Challenge

In order to better serve its customers and grow its business, IHG launched a strategic initiative to transition into a real-time marketing organization. The ultimate goal of moving away from batch marketing is to serve more relevant content to customers at the appropriate time. In order to accomplish this, IHG has been investing in a technology backbone combined with a focus on building the right processes and organization to support a different way of marketing.

After establishing the goals and strategy for its real-time marketing initiative, IHG quickly realized that its existing infrastructure couldn’t support the changes that were required to deliver on this new vision. In order to be successful, IHG needed a strong marketing operations layer that was capable of presenting a unified customer experience across all touch points, and an email system that could seamlessly integrate with customer data to deliver one-to-one messages in real-time. IHG had previously relied on two different email service providers for its marketing and transactional email and used this new initiative to consolidate down to one system in order to reduce costs and streamline operations. This strategic decision led the company to investigate the concept of owning their own email marketing system.

Selligent emerged as the leading contender, offering an enterprise strength email marketing solution and flexible deployment options that would allow IHG to consolidate its global email marketing operations and better integrate customer databases to generate personalized, real-time email offers, with superior performance, reliability, and cost-savings. Selligent was also the only company that provided dedicated infrastructure in a Managed Hosting deployment model, which gives them all the benefits of owning an in-house email system without having to rely on internal IT resources. With Managed Hosting Services, IHG’s Selligent system is hosted for them and Selligent experts proactively manage all technical aspects of the solution.

The Path to Success

By switching to Selligent and integrating it with Unica and Teradata, IHG’s customer communications are now faster and more relevant, enabling them to send one-to-one emails on a large scale, in real-time. Integrating Selligent with Unica has enabled IHG to achieve improvements in its dynamic content capabilities. For example, working with Selligent, IHG created a dynamic email template for its reservation confirmation email that is populated with individualized, custom offers and delivered to each recipient immediately following a booking. This highly customized email has 31,680 versions and 7,000 URLs that are automatically generated and then served up to Selligent for assembly, delivery and tracking. Each confirmation email is customized and delivered to the recipient in less than 2 seconds.

Key Benefits

  • Dynamic, one-to-one email marketing offers assembled and delivered in less than two seconds
  • 81% reduction in time to build and deploy dynamic emails
  • Reduced costs and streamlined processes
  • Centralized email marketing operations with improved local access for regions
  • Real-time access to customer response data allows other enterprise systems to operate more efficiently with a complete and current view of the customer
  • Tighter integration with Unica and Teradata drives advanced levels of targeting, segmentation, offer personalization, and analytics
  • Scalability to accommodate business growth

Return on Investment

  • Reduced email delivery costs
  • 75% reduction in external staffing requirements
  • Improved program performance

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