Global groups commit to lowest rates for loyalty members

March 30, 2016

Marriott has joined Hilton in committing to the “lowest rate” who book direct rather than through an OTA. Marriott will launch a new pricing deal for its loyalty club members who book through the Marriott website, app, call centres, or through specific travel agents. Loyalty members will also get a guarantee of a further 25% price reduction if a customer finds a cheaper rate within 24 hours of booking. Loyalty members will also receive free Wi-Fi.

Marriott’s move follows the success of the Hilton Honors’ reward program which encourages members to “Stop Clicking Around” and book direct for the lowest rate.