IHG One Rewards Partners with KPL to Engage New Generation of Guests
IHG Hotels & Resorts has announced a collaboration between its loyalty program, IHG One Rewards, and the King Pro League (KPL). Members in Greater China can now redeem their points for KPL match tickets and fan packages, providing a more engaging experience for esports fans attending live events.
The partnership responds to the growth of the esports industry and the evolving preferences of a younger generation of consumers. By integrating esports into travel and lifestyle offerings, IHG One Rewards aims to provide members with additional redemption options and enrich the program with experiences beyond hotel stays.
Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China, said: IHG aims to meet the diverse needs of our guests and members. The perseverance seen in esports reflects our approach to creating meaningful travel experiences. This partnership with KPL allows us to connect with younger audiences and align with the passions that matter to them, offering members a wider range of benefits and experiences.”
Expanding Member Benefits with KPL Experiences
With the launch of the IHG One Rewards Member Catalogue on September 1, a dedicated KPL section is now available. Members can redeem points for match tickets and fan packages. The Points Mall also covers dining, travel, retail, and other categories, providing flexibility and choice for members to connect their travel and lifestyle experiences.
Connecting with Next-Gen Trends
In 2025, China’s esports user base will exceed 510 million, with nearly 70% under 30 years old. Gen Z consumers value personalization and immersive experiences and are eager to engage with activities aligned with their interests. The IHG One Rewards–KPL partnership integrates esports culture with travel, providing experiences tailored to younger audiences.
As IHG marks its 50th anniversary in Greater China, the launch of the Points Mall and this partnership underscore the company’s focus on expanding member benefits and offering lifestyle experiences that extend beyond hotel stays. IHG One Rewards plans to continue growing its partnerships to support the interests of the new generation of travellers, offering 145 million members worldwide a wider range of experiences.
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