Hotels really are taking a stand.
Big US brand Choice Hotels will be joining the likes of Hilton and Hyatt in the bid to drive more direct bookings. This week, its CCO Robert McDowell announced that the company will be introducing exclusive hotel rates toward the end of the summer, which will encourage loyalty and trust with guests.
Featuring its best-price guarantee, Choice Privileges members will begin benefitting from cheaper rates when booking directly through the official Choice Hotels website. The same goes via its mobile app, which has helped see in a 17% increase in revenue in the first quarter of 2016 alone. The new rates scheme will cover all of Choice Hotels many domestic properties including Cambria hotels & suites and Sleep Inn hotels, as well as its road stop-off Econo Lodges.
After seeing a very attractive switch in statistics around membership and revenue over the last year thanks to loyalty strategies, Choice Hotels is real proof of how direct booking can bring about higher profits. Equally eager to avoid commission costs with OTAs, it looks like Choice Hotels is well on the way to building direct business. We're very excited to see how its new rate initiative will develop.