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Choice Hotels Joins the Direct-Booking Pack With New Loyalty Rates

Deanna Ting

Photo Credit: A rendering of guestroom at the future Cambria Hotels & Suites Chicago - Magnificent Mile. Choice Hotels is the latest major U.S. hotel company to offer discounted rates for its loyalty members.  Choice Hotels International / Choice Hotels International

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Choice thus joins its peers and fellow Room Key partners, Marriott, Hilton, InterContinental, Hyatt and Wyndham in luring customers to book direct.

Beginning July 20, Choice Hotels will officially enter the direct booking wars by offering its own exclusive rates for members of its loyalty program, Choice Privileges. The rates will be available only on ChoiceHotels.com and the Choice mobile app. A spokesperson for Choice Hotels said, "We are evaluating making this available to travel agents in the future" and that the rates will only be available online, and not by phone. Choice Hotels says the member rates will be up to 7 percent lower than the best available rate found on other distribution channels such as online travel agencies like Booking.com and Expedia. Choice is also offering a lowest-price guarantee, promising to match a guest's pric

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