The group finally aligns with the competition offering discounted rates for loyal clients.

Wyndham Hotel Group will establish what a lot of its competitors launched in 2016: offering for around 53 million Wyndham Rewards loyalty members discounted room rates.

This initiative aims at attracting direct bookings instead of using an online travel agency like Expedia or Booking.com.

The 10% discounted rate will apply to all Wyndham’s hotels worldwide. Eliot Hamlisch, vice president of worldwide loyalty and partnerships, Wyndham, declared the 10% discount was “among the most generous in the industry” as its competitors offer lower: Choice Hotels (up to 7%), Hilton (up to 10% on the week-ends), Hyatt (up to 10%), IHG (2 to 10% depending on the region), and Marriott (up to 2% on weekdays and up to 5% on weekends).