InterContinental Hotels Group Links Membership System with Douyin Life Services, Boosting New Customer Growth
Recently, InterContinental Hotels Group (hereafter referred to as “InterContinental”) has officially connected its membership system with Douyin Life Services. From March 28 to April 28, relying on Douyin Life Services’ “Heartbeat Premium Brand Day” IP, InterContinental simultaneously launched a comprehensive spring renewal of its membership system and an annual promotion campaign. As the first international high-end hotel group to achieve full direct connection of calendar rooms, pre-sale vouchers and API membership systems on Douyin, InterContinental has built an end-to-end experience of “one-click mobile phone registration, full display of benefits and gold card upgrade with one stay” through platform technology integration and gameplay innovation, setting a new benchmark for in-depth cooperation between high-end hotels and content platforms.
China Daily reports that data shows that in the first week of the campaign, new customers accounted for 71% of InterContinental’s orders, and the number of new members recruited by the brand increased by 55% month-on-month compared with the week before the campaign. Against the backdrop of intensifying stock competition in the high-end hotel industry, digital membership operation has become a core competitiveness, and this cooperation further connects the membership cooperation and transaction links of high-end hotels.
Douyin has become the first platform outside InterContinental’s official channels to support one-click registration/login of the InterContinental Priority Club membership system via mobile phone number. Users can complete membership registration within the Douyin APP without jumping to the official website, breaking cross-platform barriers and significantly lowering the threshold for membership enrollment. In addition, users who register as members on Douyin can directly check their membership level and rights and interests. During the promotion period, members can accumulate points and nights by purchasing Douyin-exclusive room voucher products that meet the reward standards.
The core highlight of the campaign is the spring-exclusive “gold card upgrade with one stay”. Users who sign up before April 26 and complete one consecutive two-night stay before April 28 can skip long-term accumulation and quickly upgrade to InterContinental Priority Club Gold Elite Membership. Compared with the conventional upgrade standard of 20 nights, this campaign only requires 2 nights, greatly reducing the threshold and helping members easily unlock advanced benefits such as late check-out, 40% extra reward points for gold cards and non-expiring points, forming a complete closed loop of “registration - consumption - upgrade”.
China News Network notes that the campaign launched 20 Douyin-exclusive universal redemption products, covering multi-brand, luxury series, spring outing, island and new store packages nationwide, all supporting member points and featuring competitive prices. InterContinental jointly held 2 themed live broadcasts with Douyin Life Services’ “Heartbeat Premium Brand Day”, and launched a total of more than 500 live broadcasts on official accounts and influencer accounts, leveraging the platform’s full-domain resources to boost transaction conversion.
During the campaign, users could participate in lucky draws to win membership benefits worth over 500 yuan, receive 50-yuan and 100-yuan discount coupons when booking universal redemption products, and the InterContinental flagship store live broadcast room also randomly drew concert tickets, hotel meal coupons and exclusive physical benefits from time to time.
As a world-leading international hotel management group, InterContinental has maintained its position as a top merchant in the hotel sector of Douyin Life Services. A relevant person in charge of InterContinental Hotels Group Greater China said that Douyin is an important position to reach the new generation of consumer groups, and this upgrade has opened up new space for the digital expansion of the membership system.
A relevant person in charge of Douyin Life Services stated that the platform will continue to give play to its technological, content and operational advantages, provide more complete digital operation solutions for high-end hotels, and help the industry achieve long-term growth. This cooperation not only creates a spring marketing feast, but also explores a new digital model for high-end hotels to attract, activate and retain members, promoting the digital quality improvement and upgrading of the cultural tourism and accommodation industry.
