As expected, Choice Hotels International has joined the growing ranks of global hotel companies offering preferential rates for loyalty members who opt to book direct.
From the summer all Choice Privileges members will get an exclusive discount if they book through the company’s website or mobile app.
"Our Choice Privileges members rate will assure guests that they will get the best online price possible when they join Choice Privileges and book direct on ChoiceHotels.com," said Robert McDowell, chief commercial officer, Choice Hotels.
"At a time when many consumers search dozens of websites during their travel planning process, Choice Hotels is committed to making it easier to find and book the best price for its hotels."
Choice Hotels revamped its loyalty program earlier this year offering quicker access to award nights which the company said resulted in a 63% spike in member applications.
It now has about 26 million members in the program.
Choice Hotels CEO Stephen Joyce had previously hinted the company would follow the likes of Marriott, Hilton and IHG in trying to reduce their dependency on the big OTAs like Booking.com and Expedia.
