Fresh from the recent news that Marriott and Hilton and others have begun the charge to try to persuade their guests to book directly with the hotel instead of going via an OTA, IHG (Intercontinental Hotels Group) are now joining in the booking wars.
On May 3, the company announced the global roll out of an exclusive IHG Rewards Club member rate for booking direct.
The new members-only direct booking rate, called Your Rate by IHG Rewards Club, launches in May in the Americas and Europe and will be promoted as part of major brand campaigns in both regions. IHG didn’t elaborate on what form the campaigns would take but said the rates would be integrated into major campaigns spread out across its brands, which include InterContinental, Kimpton, Hotel Indigo, and Crowne Plaza, among others.
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