Case Study: InterContinental Hotels Group Applies Context To Email

Hosting 130 million guests every year across a family of hotel brands and more than 4,900 hotels in nearly 100 countries around the world, InterContinental Hotels Group (IHG) is focused on innovation. IHG uses customer insights to strengthen its existing brands, inform new ones, and understand the key role technology has to play in shaping and delivering personalized brand experiences to consumers at all stages of the guest journey. Its most recent effort is to create a customer-informed communications strategy, principled on timely, relevant, and valued experiences. This case study describes how B2C marketers can take a unique approach to their email marketing campaigns and use context to drive business results.