In wake of recent programs launched by Marriott International and Hilton Worldwide, Hyatt Hotels has joined the direct-booking movement with an exclusive discount of its own.
The Chicago-based hotel company announced Monday that members of its Hyatt Gold Passport loyalty program will earn up to a 10 percent discount on their hotel stay when they bypass online travel agencies and book directly through Hyatt.com or the company's mobile app.
The discount rolls out Monday in the U.S., Canada and Australia and is expected to be expanded to other parts of the world.
Similar to other direct-booking programs, additional member benefits for booking direct include points, online check-in and express check-out, mobile reservation management and round-the-clock customer care.
Like other exclusive discounts launched by major chains, Hyatt's discount is also available to guests who book over the phone or through travel agents who book via Hyatt's website.
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"Hyatt.com guarantees the best price, and its hassle-free experience means you manage your reservations on your terms," Hyatt's senior vice president of global digital Ellen Lee said in a statement.
What's more, the company's Best Rate Guarantee means that if a guest finds a qualifying lower rate on a different website within 24 hours of booking directly with Hyatt, it will match the rate and add a 20 percent discount.
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In addition to savings, Lee pointed out that rewards program members who book direct will also benefit from a more personalized experience.
"Coming mobile features for on-demand communication and services will further travelers' ability to drive their own experiences," she added. "And when you book direct, Hyatt colleagues have more opportunities to personalize guest experiences based on preferences, from knowing you want an extra blanket to helping you celebrate a special occasion."
Lee said the company's goal in launching the discount is to build "strong, long-term relationships with our guests and drive deeper engagement."
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