Following on the heels of Hilton, InterContinental Hotels Group is offering exclusive rates for IHG Rewards Club members who choose to book direct. The Your Rate by IHG Rewards Club program will be available starting this month in the Americas and Europe, and will be heavily promoted in both regions. Later on in the year, travelers can expect to see the program added to properties in Asia, the Middle East and Africa. There will be slight differences in the program depending upon location, as IHG says it will tailor the program to best fit the markets in individual regions.

“IHG is a consumer driven company and we are committed to ensuring that we provide a superior and personalized experience for our millions of guests around the world,” said Keith Barr, chief commercial officer, IHG. “Offering exclusive rates to our most loyal guests who know and trust IHG’s family of brands is a key part of this. The launch of Your Rate by IHG Rewards Club is another important milestone for our loyalty program, which last year launched a new top-tier membership level, Spire Elite, alongside a series of other benefits.”

To take advantage of the new exclusive rates, IHG Rewards Club members can book directly on the IHG website, IHG app or through IHG call centers. Eventually, select travel partners will be able to offer these exclusive rates to members as well.