InterContinental Hotels Group is the latest global hospitality firm to jump on the direct booking bandwagon.
It has unveiled ‘Your Rate by IHG Rewards Club,’ a special as yet undisclosed exclusive rate offered to IHG Rewards Club members booking direct through official IHG websites, its mobile app or via a call center.
It starts this month with bookings for hotels in the Americas and Europe before rolling out globally.
"The launch of Your Rate by IHG Rewards Club is another important milestone for our loyalty program, which last year launched a new top-tier membership rate, Spire Elite, alongside a series of other benefits," IHG chief commercial officer Keith Barr said in a statement.
"IHG is a consumer-driven company and we are committed to ensuring that we provide a superior experience for our millions of guests around the world."
The company says it has 92 million members of IHG Rewards Club worlwide.
