At a time of robust competition in the travel industry, IHG Hotels & Resorts is hoping that its loyalty program will set its hotels apart. In a new campaign, “Guest How You Guest,” the parent company of 17 brands such as Holiday Inn and Kimpton is showcasing the perks its customers receive when they stay at one of its properties.

The marketing push, which carries a price tag in the double-digit millions, is IHG’s largest single campaign investment in 10 years. It includes two 30-second spots and a handful of 15-second spots that will run throughout the year on both linear and connected TV. IHG is also investing in paid social media, out-of-home, print and celebrity activations. But TV, at 60%, represents the lion’s share of the campaign spending, according to Claire Bennett, who was promoted to global chief customer officer roughly 18 months ago after working as chief marketing officer there for three years.

“The ‘Guest How You Guest’ concept was about this notion of people are tired and they want to be taken care of,” said Bennett. “We wanted to play on that notion of being treated like a guest.”

Indeed, the spots illustrate such treatment, including a lavish room service spreads, fancy cocktails and the ability to work poolside. A voiceover introduces “IHG One Rewards,” which combines all 17 brands into one loyalty program. The program includes new perks such as milestone rewards, like a free breakfast.

“It’s an exciting way to keep people engaged,” said Bennett.

IHG, which also rolled out a new app experience, created its revamped loyalty program internally. The new campaign was created with Grey, which has worked with the company since last year, Ogilvy handled PR, communications strategy and influencer duties, and Mindshare and Kinetic handled media.

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CLARIFICATION: Mindshare and Kinetic handled media duties for IHG’s campaign. This fact was unclear in an earlier version of this story.