What Are Member Rates?
Member rates are room rates that only members of a loyalty or rewards program can book, set below the public price for the same stay. Hotel groups offer them on their own booking channels, and OTAs run member discounts of their own (Reserved rates for members (ALL Accor)) (Top strategies for hotels to attract One Key members (Expedia Group)).
Last updated: October 2026
How member rates work
A member rate is a fenced rate: only guests who meet a condition, here membership, can book it. The guest joins the program, then books while signed in or gives a membership number. The member rate is a discount on a public rate for the same room, and it applies when the guest books through a channel the program names, usually the hotel group's own website, app or call centre. ALL Accor members get 2% to 10% off public rates at participating hotels, excluding taxes, and the discount is only available on the group's own websites (Reserved rates for members (ALL Accor)). World of Hyatt's Member Rate is a discount off the hotel's Standard Rate for members who book on hyatt.com or through a Global Care Center, with a limited number of rooms allocated to it; a Member Advance Purchase Rate, booked at least 7 days ahead, is prepaid and non-refundable (Members Save More (World of Hyatt)).
The online travel agencies run the same idea on their own sites. Expedia Group lets hotels offer Members Only Deals: fenced price discounts for One Key rewards members, which can target specific member tiers (Top strategies for hotels to attract One Key members (Expedia Group)). On Expedia.com, Member Prices are only for One Key members and signed-in app users, with discounts of 10% or more on over 500,000 stays, before taxes and fees (Get Member Prices (Expedia.com)). Booking.com's Genius programme applies a 10% discount automatically to a property's least expensive and most popular room type (Understanding the Genius marketing programme (Booking.com Partner Hub)).
Why member rates matter for hotel distribution
At Marriott, members are most of the demand. In 2025, loyalty members booked about 68% of Marriott's global room nights, and the company's annual report says bookings through intermediaries cost its hotels more than bookings through its direct digital channels (Form 10-K FY2025, Marriott International (SEC EDGAR)). A member rate gives those guests a reason to book direct.
Loyalty member rates booked direct earned net average daily rates 8.6% higher than OTA bookings, despite the discount, across 12,000 hotels from May to December 2016. Loyalty-based bookings made up 40% to 60% of total bookings in the upper-midscale, upscale and upper-upscale segments that year (New study from Kalibri Labs shows direct bookings push is working (Hotel Management)).
The OTAs are competing for the same members. Greater incentives for consumers to join closed-user groups appear among the competitive pressures in Booking Holdings' FY2025 annual report (Booking Holdings Form 10-K FY2025 (SEC EDGAR)).
Member rates also sit next to rate parity: a fenced member price is a lower price that the public does not see. In the European Economic Area, Booking.com changed its parity arrangements to comply with the Digital Markets Act (Booking Holdings Form 10-K FY2025 (SEC EDGAR)).
Member rates compared with other rates
| Hotel member rate | Qualified rate | OTA member price | |
|---|---|---|---|
| Who can book | Loyalty members booking through the hotel group's own channels | Guests who qualify, such as AAA, government, senior or a negotiated rate | One Key members and signed-in Expedia app users; Genius members on Booking.com |
| Discount | A small discount off a public rate, such as 2% to 10% | Its own rate; member rates generally cannot be combined with it | Set by the OTA program |
| Example | ALL Accor member rate; World of Hyatt Member Rate | AAA, government, senior | Expedia Members Only Deals; Booking.com Genius |
Frequently asked questions
What is a Marriott member rate?
What is a member price on Expedia?
Does a member rate include breakfast?
Who pays for an OTA member discount?
Can an OTA stop a hotel from offering lower member rates?
Related terms
See all termsWhere Jetstream fits
A member rate is one more rate a property has to keep right on every channel that sells it, from the hotel group's own website and app to any OTA member program it joins. Jetstream builds an AI channel manager that connects a property's reservation system to the channels where guests book and keeps rooms, rates and availability accurate on each one, managed from one place.