A new Which? investigation has found that booking a hotel via popular platforms such as Booking.com and Hotels.com may not be the cheapest way to secure a night away – with the platforms now frequently undercut by hotels’ own loyalty schemes.
Like supermarket cards, the free-to-join programmes, which travellers can sign up for via a brand’s own website, were found to be cheaper than major booking platforms in nine out of ten cases.
Which? booked ten chain hotels via loyalty schemes and compared the prices with getting a night at the same property via two of the biggest hotel booking websites, Booking.com and Hotels.com.
The biggest saving unearthed was on a stay at a Dubai Hilton hotel. When booked through the goliath hotel chain’s Hilton Honors loyalty scheme there was a £40 a night price shavings compared to paying via Booking.com.
Those booking a week’s stay saw the £40 add up to a significant saving of £300.
Closer to home, a room at Novotel London Waterloo came out £41 cheaper if you’d signed up to the Accor loyalty programme, as opposed to booking on Hotels.com.
Who owns which hotel chain is a complex affair – all of the ten different brands belonged to bigger franchises but the bottom line is clear, signing up for a loyalty programme is, at best, likely to save you money, and at the very least, help you access perks during a stay.
Commitment is key though – the more nights you book via a chain hotel’s loyalty scheme, the more likely you are to be able to tap into bigger discounts and rewards.
The consumer expert found that a ten-night stay with an Accor brand property earned a late check-out and a welcome drink at some hotels.
Many of the world’s biggest hotel chains, from IHG to Hilton (pictured), reward loyalty with perks including free breakfasts and late check-outs – and new Which? research found they can often undercut booking platforms on price
Those big perks? They require a long-term relationship – IHG’s diamond elite status gifts free breakfast, free drinks and snacks and an early check-in, but you’ll have had to have booked 70 nights prior to enjoy them.
Booking platforms also have their own version of loyalty schemes, with Booking.com’s Genius programme rewarding with 10 per cent off standard rates.
The more you book, the more the rewards become available, with Level 3 – booking with the site 15 times – unlock perks such as free breakfasts and room upgrades.
In the one instance that Which? found a better saving on Booking.com, it was only accessed after multiple bookings had been previously made – whereas hotel loyalty schemes rewarded instantly after a simple sign-up process.
Over at Hotels.com, there’s a cash reward system for those who stay faithful, known as OneKeyCash – Which? said in its own research that added up to anywhere between £2 and £10 per stay per night.
Jo Rhodes, Senior Which? Researcher said being a loyal customer really does pay off in the hotel world: ‘You only need to rack up 10 nights at any Hilton, including DoubleTree, Garden Inn, Hampton by Hilton to achieve Silver status.
‘Then, on top of reduced room rates, you also get late check-out (when available), free bottled water and spa discounts.’
And if you’re heading to an independent hotel or a smaller B&B that doesn’t have a loyalty programme? Call direct, advises the Which? research, which says speaking to small hotels saw them secure a discount in 15 out of 16 cases.
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