Major hotel groups are intensifying efforts to get customers to book directly, as they seek to save on commissions paid to online platforms and prepare for the rise of artificial intelligence “agents”.
Marriott, the world’s largest hotel company, last month said its Bonvoy loyalty programme, which registers all customers who do not use intermediaries, had almost 260mn members by the end of September, up 18 per cent from a year earlier.
Rivals such as Hilton, Hyatt and Wyndham Hotels & Resorts have also boosted direct bookings by using technology and more attractive perks. Hilton has made it easier for customers to reach elite loyalty status and agreed partnerships, including with MSC Cruises’ luxury division Explora Journeys, that enable members to spend points outside its portfolio.