Choice Hotels to offer rate discounts for loyalty-program members

Comfort Suites Houston

Choice Hotels International is joining the direct-bookings push in the form of its own members-only rate.

The discounted rates are accessible on bookings made through ChoiceHotels.com and the company's mobile app. The option is going to be made available later this summer to all Choice Privileges members, but only on direct bookings. This is similar to recent offerings made available by Hilton, Hyatt and Marriott, and the trend shows no sign of stopping.

According to a release from Choice, the rates will reflect the company's "best price guarantee," and is designed to angle the gaze of guests back to  Choice for direct bookings.

FREE DAILY NEWSLETTER

Like this story? Subscribe to Operations & Technology!

Hospitality professionals turn to Operations & Technology as their go-to source for breaking news on guestrooms, food & beverage, hospitality and technology trends, management and more. Sign up today to get news and updates delivered to your inbox daily and read on the go.

"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," Robert McDowell, chief commercial officer, Choice Hotels, said in a release. "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. There's no need to shop around; just come to ChoiceHotels.com and you will find the best price, content and rewards - guaranteed."

Choice Hotels updated the Choice Privileges program in February to offer member rewards at shorter periods of involvement, including programs such as Your Extras, FlexRewards, Digital Gift Cards, Keep Your Points and 10 Points per Dollar.

Suggested Articles

The sales included that of the 503-room Hilton São Paulo Morumbi, the real estate investment trust’s last international property.

The appointments included new C-suite leaders at IHG, Marriott International and Six Senses Hotels Resorts Spas.

After disbursing 50 years' worth of hotel assets, the company is focused on worldwide growth in the luxury sector.