Hyatt Hotels Corp. has started
offering discounted rates for loyalty-club members who book direct via web,
mobile app or phone, following up similar efforts from Marriott International
and Hilton Worldwide.
Hyatt said Monday that the
discounts would apply to travel agents who book at a Hyatt website on behalf of
The new policy applies to
Hyatt properties in the U.S., Canada and Australia. Customers who book direct
can save as much as 10% on room rates, Hyatt said.
In addition to the lower rates,
loyalty members who book direct can further benefit via more loyalty points and
express checkout service. Starting later this year, they will be able to make
on-demand requests via text message.
Hyatt already offers free WiFi to
all guests at all hotels, no matter how they booked.
Earlier this month, Marriott
started offering discounted room rates exclusively for Marriott Rewards members
who book direct or through select travel agencies. Those agencies can book via a GDS.
That promotion followed one
launched by Hilton Worldwide in February. Hilton’s “Stop Clicking Around”
effort offers discounts and perks such as free WiFi for loyalty members who
book direct and through select travel agents.