IHG is joining Hilton Worldwide and Marriott International in offering benefits for booking direct. The hotel giant is rolling out “Your Rate by IHG Rewards Club,” an exclusive rate offered to IHG Rewards Club members when they book direct via IHG branded websites, the IHG App or phone reservations through IHG’s global call centers.
Benefits will launch in the Americas and Europe, with Asia, the Middle East, Africa and China rolling out later this year. New member benefits will be tailored to reflect the “local dynamic” in individual regions and markets. The roll out follows a pilot of exclusive member rates in Europe and the Americas in 2015.
“IHG is a consumer driven company and we are committed to ensuring that we provide a superior and personalized experience for our millions of guests around the world,” says Keith Barr, chief commercial officer at IHG. “Offering exclusive rates to our most loyal guests who know and trust IHG’s family of brands is a key part of this. 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.”