Wyndham makes direct-booking discounts permanently

Wyndham Hotel Group has added benefits to its loyalty program, one permanent and one temporary.

The company has made room rate discounts permanent, and the company says its discounts will be deeper than what other hotel companies offer. 

Wyndham Rewards, through its Rewarding Rate initiative, will offer 10% discounts for loyalty members who book direct or through a corporate travel partner or approved travel agent. The company, which has about 53 million loyalty members, says there are no prepayment requirements for the discounts.

Wyndham estimates that most hotel companies' discounts for direct bookings are in the 5% range. The company offered direct-booking discounts in 2016, but it was a temporary promotion.

Wyndham will also award 15,000 bonus points (the equivalent of a free night) for loyalty members who book two stays through July 1. The offer is capped at one free night per customer.

The new benefits complement existing Wyndham Rewards perks such as the ability to earn points towards a free stay, suite upgrades, free WiFi and early check-in privileges.

With hotel companies looking to pull market share away from the OTAs, Wyndham's move follows similar initiatives from competitors. In early 2016, Marriott International began offering discounted rates for loyalty members who book direct. That year, Hilton, Hyatt and InterContinental Hotels Group also began offering discounts for loyalty members booking direct.

Wyndham Hotels Group has 21 brands, including Wyndham, Wyndham Grand, Wyndham Garden, Tryp, Microtel, Hawthorn Suites, Ramada, Days Inn and Travelodge.