Restaurant India News: ITC Hotels Strengthens Customer Engagement with Redesigned Club ITC Program

ITC Hotels Limited has announced the launch of its redesigned loyalty program, Club ITC, introducing enhanced benefits and a simpler structure that aims to make members “Feel Rewarded.” The refreshed program is designed around transparency, recognition, and accessibility, offering guests consistent value across more than 140 hotels in over 90 destinations.

Under the new structure, Green Points never expire for active members who complete at least one eligible transaction each year. A new Platinum Select tier has been added, allowing members to retain Platinum benefits for up to 15 years in recognition of long-term loyalty. Progressing to higher tiers is now more attainable, with reduced stay requirements for elite status.

Anil Chadha, Managing Director, ITC Hotels Limited, said, “Club ITC is not just about points, it’s about creating joy at every touchpoint—whether you stay, celebrate, or dine with us. With our new promise of Feel Rewarded, we are delivering one of the most transparent, inclusive, and value-driven loyalty programs in the industry.”

The program follows a clear value model, where 1 Green Point equals Rs 1, ensuring simplicity in understanding and redemption. Members now earn between 2 to 8 percent on stays and dining, compared to the previous 2 to 5 percent structure. In addition, milestone rewards have been introduced to recognize guests throughout their engagement journey, not only during tier upgrades.

The new Club ITC framework also merges its previous guest and booker programs into a unified platform, enabling members to earn Green Points not just on personal stays but also on group bookings, events, and weddings.

The Culinaire dining program has also been integrated as a subscription-based plan, offering 20 percent instant savings on food, beverage, spa, and laundry services across participating hotels. Members can also earn up to 12 percent Green Points on dining spends and receive curated vouchers such as complimentary stays and buffet experiences. In another industry-first move, ITC Hotels has introduced multi-year subscriptions, allowing members to purchase future benefits in advance.

Expanding the program’s scope beyond hotel stays, Green Points can be converted to Marriott Bonvoy points at a 2:3 ratio, offering global redemption opportunities. Members can also redeem points for International Travel House vouchers to book flights or premium rides, extending Club ITC’s reach into the broader travel ecosystem.

With these enhancements, Club ITC aims to strengthen guest engagement across stays, dining, and celebrations, reinforcing ITC Hotels’ commitment to providing long-term value and a seamless loyalty experience across its growing portfolio.