InterContinental Reports 42% Increase in Membership Sign-Ups for 'iChoice'

Average Monthly Subscriber Growth of 42% from November Last Year to January This Year
Most Subscribers in Their 40s... Increase in Domestic Users and Strengthened Voucher Benefits Effective

[Asia Economy Reporter Yuri Kim] With the December reopening of the Grand InterContinental Seoul Parnas in Samsung-dong, Seoul, the number of subscribers to the hotel’s annual membership, iChoice, increased by approximately 42% compared to the same period last year. The iChoice membership, which began sales in November last year with enhanced benefits, attracted an average monthly subscriber increase of over 42% year-on-year for about three months until last month.

This is interpreted as a result of customers visiting domestic hotels more frequently due to difficulties in overseas travel caused by COVID-19 and the concentration of vacation and leisure spending on domestic staycations, making the hotel membership, which offers various free vouchers and restaurant discounts annually, attractive.

iChoice benefits can be enjoyed at two hotels: the Grand InterContinental Seoul Parnas, which completed about 11 months of room remodeling, and the InterContinental Seoul COEX. Along with the iChoice renewal, direct online subscription and payment became available on the hotel’s official website. The hotel stated, "Despite the high annual fees ranging from a minimum of 490,000 KRW to a maximum of 1,200,000 KRW, the number of customers subscribing online steadily increases every month. Previously, hotel memberships were generally purchased after detailed explanations through prior phone consultations, but recently, many customers search and compare on their own and subscribe online based on the necessity and cost-effectiveness of the membership."

The age group with the highest proportion among customers who subscribed in the past three months was those in their 40s. About 50% of all subscribers were new members. Approximately 95% of customers who subscribed online were new members. The hotel commented, "It seems that many customers who did not previously purchase hotel memberships but increased their hotel visits have naturally become interested in hotel memberships, moving away from the pattern of repeated purchases by specific customers."

Meanwhile, the renewed iChoice offers various benefits by tier, including a one-night stay voucher to experience the new rooms at the Grand InterContinental Seoul Parnas, restaurant vouchers worth 100,000 to 400,000 KRW, brunch discount coupons, buffet meal tickets, and cake exchange vouchers. Restaurant discounts of up to 33% are also included.

iChoice is divided into Smart, Gold, and Platinum tiers based on discount rates and frequency. Gold offers twice the food and beverage discounts (a total of 48 times) compared to Smart, and Platinum provides unlimited food and beverage discounts. Gold and above include hotel valet parking tickets, and Platinum includes two stay vouchers and fitness center access as new benefits. Partner hotel benefits such as room discounts at Nine Tree Hotel and discounts at Alpensia Resort in Gangwon-do are also included.

Upon subscription, iChoice provides vouchers worth about three times the annual fee. The fees are 490,000 KRW for Smart, 750,000 KRW for Gold, and 1,200,000 KRW for Platinum, with a subscription period of one year.

This content was produced with the assistance of AI translation services.