Free membership discounts from major chains like Hilton and Accor often beat prices on Booking.com and Expedia
Oct 6, 2025
New research by UK’s Which? Travel shows that booking directly through hotel loyalty schemes typically delivers the lowest rates — often saving up to £40 a night compared with online travel agencies. Free membership programs from major hotel groups like Hilton, Accor, and IHG now consistently undercut Booking.com and Hotels.com, even after applying their own loyalty discounts.
Key takeaways
- Direct bookings win on price: In 9 out of 10 comparisons, hotel loyalty members paid less than those booking through major OTAs.
- Significant savings: Hilton Honors members saved £40 per night in Dubai and £41 at a London Novotel versus booking sites.
- OTA loyalty schemes fall short: Booking.com’s Genius and Hotels.com’s OneKeyCash offered smaller rewards — often just £2–£10 savings per night.
- Privacy trade-offs: Joining hotel programs means sharing personal data; some, like Hilton and Accor, collect or share extensive user information.
- Higher tiers demand loyalty: Better perks (like free breakfast or late check-out) require dozens of nights — IHG’s top Diamond Elite tier needs 70 stays.
- Independent hotels may still match deals: Calling small hotels or B&Bs directly can yield equal or better rates, often with added perks such as wine or free parking.
Get the full story at Which? Travel
