InterContinental Hotels Group (IHG) has become the latest hotel company to offer discounted room rates for loyalty members who book direct.

IHG’s “Your Rate by IHG Rewards Club” program went into effect this month for loyalty members in the Americas and Europe, and will be rolled out to the rest of the world later in the year.

The rates will be available for travel agents booking direct on behalf of loyalty members in the “coming weeks.” IHG didn’t say if GDS bookings would be eligible.

Last month, Hyatt Hotels Corp. said it would start offering discounted rates to direct bookers. Marriott International and Hilton Worldwide also have enacted similar programs.

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