Choice Hotels to offer rate discounts for loyalty-program members

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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.

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"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.

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