InterContinental Hotels Group said yesterday it has selected Cohorts to help understand its most important customers and create more relevant marketing communications.
InterContinental owns, operates or franchises 3,300 hotels in 100 countries, including InterContinental Hotels & Resorts, Crowne Plaza Hotels and Resorts, Holiday Inn, Holiday Inn Express and Staybridge Suites.
Cohorts, the household-based segmentation system developed by Looking Glass Inc., Denver, will let IHG better define its most valuable customers by matching purchasing habits, channel behaviors and demographics and lifestyles to individual households.
This effort aims to improve IHG's ability to retain customers and grow lifetime value.
Cohorts lets marketers understand the distinct types of customers they serve, identify multichannel marketing opportunities and create customized communications.