A recent Which? study has discovered that reserving a hotel through well-known sites like Booking.com and Hotels.com might not always be the most cost-effective option - as hotels' own loyalty programs are now often offering better deals.
Similar to supermarket loyalty cards, the no-fee membership programs that travelers can enroll in through a company's official website were discovered to be more affordable than leading booking sites in nine out of ten instances.
Which? reserved ten chain hotels through loyalty programs and evaluated the costs against securing a night at the same establishments through two of the largest hotel reservation sites, Booking.com and Hotels.com.
The greatest discount discovered was on a stay at aDubaiHilton hotel. When reserved using the major hotel chain's Hilton Honors loyalty program, there was a £40 per night discount compared to booking through Booking.com.
Those who booked a week-long stay found that the £40 added up to a substantial saving of £300. Closer to home, a room at NovotelLondonWaterloo was £41 less expensive when you joined the Accor loyalty program, compared to booking through Hotels.com.
Determining ownership of hotel chains can be complicated — all ten brands are part of larger franchise systems, but the main point is that joining a loyalty program may, at minimum, offer benefits during your stay, and at best, could result in cost savings.
Dedication is essential, however – the more nights you reserve through a hotel chain's loyalty program, the greater your chances of accessing larger savings and benefits.
A consumer specialist discovered that a ten-night stay at an Accor-branded hotel provided a late check-out and a welcome drink at certain properties.
Those major benefits? They demand a long-term commitment - IHG's diamond elite status offers free breakfast, complimentary drinks and snacks, and early check-in, but you must have reserved 70 nights in advance to qualify.
Booking platforms also offer their own loyalty programs, such as Booking.com's Genius program, which provides a 10 percent discount on regular rates.
The more you reserve, the greater the rewards you can access, with Level 3 - making 15 bookings through the site - offering benefits like complimentary breakfasts and room enhancements.
In the single case where Which? discovered a greater discount on Booking.com, it was only available after several bookings had already been completed – in contrast to hotel loyalty programs that provided immediate benefits following a straightforward registration.
At Hotels.com, there is a cashback program for loyal customers called OneKeyCash, according to Which? who found that it could amount to between £2 and £10 per night per stay.
Jo Rhodes, Senior Which? Researcher stated that being a loyal guest truly offers benefits in the hotel industry: 'You only need To earn Silver status, accumulate 10 nights at any Hilton property, such as DoubleTree, Garden Inn, or Hampton by Hilton.
Additionally, with lower room prices, you also receive late check-out (if available), complimentary bottled water, and discounts on spa services.
And if you're planning to stay at an independent hotel or a smaller bed and breakfast without a loyalty program? Which? research recommends calling directly, noting that in 15 out of 16 instances, contacting these small hotels resulted in a discount.
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