InterContinental Is the Latest Hotel Company to Jump Into the Direct Booking Wars
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Now that Marriott, Hilton, Hyatt, and InterContinental have all joined the fray, it'll be interesting to see how the online travel agencies respond.
InterContinental Hotels Group (IHG) has officially joined its fellow hotel competitors in the direct booking wars against the online travel agencies.
On May 3, the company announced the global roll out of an exclusive IHG Rewards Club member rate for booking direct, similar to what Marriott, Hilton, and Hyatt have recently announced for their respective loyalty members.
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.
Later this year, the rates will extend to properties in Asia, the Middle East, Africa, and China,
