Hyatt Direct Stirs The Pot In Sidestepping Travel Agents

Photo: Calliopejen

Hyatt Hotels Corporation has become the third major hotel chain this year to begin offering special pricing to consumers directly through its website and smartphone apps. The lodging industry’s move to fence off lowest available rates from Online Travel Agencies is causing concerns for travel agents, Travel Management Companies (TMCs), and corporations who are struggling to capture and manage hotel bookings and data through a single source.

Hyatt Gold Passport members in the U.S., Canada, and Australia now can receive up to 10% off any booking made through Hyatt.com or the Hyatt mobile app. Additional direct-booking benefits include Hyatt Gold Passport points, Online Check-In and Express Checkout, mobile reservation management, and around-the-clock customer care, including through social channels.

Hyatt is also offering its Best Rate Guarantee through these channels. If a guest finds a qualifying lower rate published on another site within 24 hours of booking, Hyatt will match it and discount it by 20% or the entire stay. Hyatt operates 638 properties in 52 countries, under 13 brands.

ASTA has registered its dissatisfaction directly with Hyatt following the announcement, with a particular focus on the difficulty presented by having the rates available only through a Hyatt channel. “This move makes comparative shopping harder for agent and consumer alike, and adds to an agent’s workload by disrupting the standard booking process,” ASTA said in a statement.

ASTA also has registered its dissatisfaction with all three chains for their campaigns, which only obliquely reference that travel agents can book the same low rates.

“Nowhere but the fine print is it obvious to the traveling public that consumers can get the same rates or deals by using their trusted travel agent as they can by booking directly with the supplier,” ASTA said. “And in fact in some cases, it isn’t even in the fine print—you have to ask.”

Hyatt follows Marriott International and Hilton Worldwide, who both earlier this year introduced similar offers for their loyalty program members. Marriott Rewards Member Rates offers discounts of at least two percent on weekdays and up to five percent on weekends, when bookings are made through Marriott.com or the company’s mobile app, call centers, or “though select corporate travel professionals.”

These rates may also be booked through an authorized travel agent or select corporate-travel partner (“eligible channels”) at any hotel participating in the Marriott or Ritz-Carlton Rewards programs, Marriott says on its website. Additionally, if a guest finds a lower rate elsewhere within 24 hours of booking direct, Marriott will match it and provide an additional 25% discount.

Hilton HHonors members can get exclusive room discounts if they book through the websites of its 13 brands, its mobile app, reservation call centers, or through approved travel agents and corporate travel partners. The discounts will be available at more than 4,500 Hilton properties around the world.