Choice Hotels International has become the latest hotel company to offer discounted rates to customers who book direct.

Beginning this summer, members of the Choice Privileges loyalty program will get a discount when they book on Choice's online and mobile channels.

Choice’s brands include Comfort Inn, Sleep Inn, Clarion, Rodeway Inn, Cambria and Ascend Collection.

Marriott, Hilton, Hyatt and IHG also offer discounts to customers who book direct. Marriott, Hilton and IHG are making those lower rates available to agents in the GDSs.

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