Hyatt Hotels Corporation is the latest big player to offer a sweetener for customers to book direct.
Rooms booked directly through Hyatt.com or the company’s mobile app by Hyatt Gold Passport members will get up to 10% off the standard rate in the US, Canada and Australia.
Other perks include online check-in and express check out.
"We want to build strong, long-term relationships with our guests and drive deeper engagement, so we are rewarding Hyatt Gold Passport members with an exclusive discount only available when you book with us," said Ellen Lee, senior vice president, global digital for Hyatt.
"Hyatt.com guarantees the best price, and its hassle-free experience means you manage your reservations on your terms."
With a typical 15% commission or more payable to the big OTAs like Expedia and Priceline, Hyatt is the latest to woo guests with cheaper rates by going direct.
Hilton Worldwide, Marriott International and Starwood Hotels & Resorts Worldwide have all recently offered book direct incentives to loyalty members.
Hilton launched a book direct campaign called ‘Stop Clicking Around’ earlier this year while Marriott recently rolled out member-only rates last month.
