IHG Hotel Group is pushing a major new campaign to convince potential guests that they could save money if they book direct with a hotel website, as part of becoming members of its IHG Rewards Club programme.
Triggering the latest wave was the result of a study commissioned by IHG of British consumers which found that more than three-quarters of travellers booked with an online travel agency because they believe they get a better rate for their room.
Furthermore, the same research saw that only one in 10 consumers will book their accommodation on a hotel website.
Your Rate, the programme being integrated into the IHG Rewards Club, is due to be up and running in the US and Europe in May. Other regions are expected to follow suit during 2016.
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IHG turns the screw on agencies with direct-booking swipe