In their attempts to avoid comissions paid to online travel agencies, hotels are rolling out more initiatives that encourage guests to book rooms directly. One of these strategies involves offering guests loyalty member rates for booking direct on a brand’s website or app. However, these special rates may, in some cases, be too low for hoteliers to turn a profit. Even with short-term jumps in customer acquisition, it remains unclear whether loyalty member rates will be cost effective in the long-term. To read more about how these programs are impacting hotel companies and owners, click here.