Hotels.com has launched a new “Save Your Way” feature that lets OneKey loyalty members choose between getting an instant discount now or saving that amount as OneKeyCash to use later on Expedia, Vrbo, or Hotels.com.
If your hotel is part of this program, Hotels.com can offer 15–20% off and call it loyalty. If you offer the same deal directly, get ready to receive a parity violation notice.
Let’s be clear, Hotels fund the discount, but Expedia keeps the loyalty credit, the data, and the relationship. The OTA looks generous; hotels foot the bill.
Plenty of properties will opt in without realizing what they’re giving up.
For years, I have been preaching, NEVER offer on an OTA what you don’t offer on your own direct channels.
