Hyatt gives discounts, perks to direct bookers

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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 loyalty members.

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.

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