Direct Bookings 2 min read
How do member rates work for hotels?
Short answer
Member rates are prices available only to guests who join your hotel's free membership or mailing list, usually by signing up or logging in during booking. They give travellers a reason to book direct and give you a consented relationship with the guest for future stays. Whether and how you can offer them depends on your distribution contracts and local rules, so check those first. Run them simply: an easy sign-up, a clear benefit, honest terms, data handled under privacy law, and tracking that shows whether members book again.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
How they typically work
- A guest sees a standard rate and a lower or enhanced member rate.
- They join with an email address (often during booking).
- The member rate or benefit applies immediately.
- With consent, you stay in touch for future stays.
Why hotels use them
- A visible reason to book direct.
- A relationship you own, rather than one held by an intermediary.
- A way to recognize returning guests.
Contract and legal considerations
- Some distribution contracts treat closed-user-group rates differently from public rates; check your terms.
- Collect only the data you need, explain how it's used, and get valid consent for marketing under the privacy laws that apply to your guests.
Make it work well
- Simple sign-up: email and name, no long forms. Don't force account creation before guests can see prices.
- Clear benefit: a discount, breakfast, late checkout, or flexibility — stated plainly.
- Honest terms: what members get, and when.
- Booking engine support: confirm your engine can display and apply member rates.
- Follow-up: useful pre-arrival information and occasional relevant offers. See email marketing for direct bookings.
Measure it
- Sign-ups, member bookings, and repeat stays.
- Revenue per member booking compared with OTA bookings after commission.
- Track in analytics with distinct events or rate codes. See tracking direct bookings.
Common mistakes
- Member rates hidden behind a log-in wall before guests see any price.
- Benefits too small to matter.
- Emailing members without valid consent.
Checklist
- Contracts and privacy requirements checked
- Booking engine supports member rates
- Simple sign-up during booking
- Clear member benefit
- Repeat stays and revenue tracked
Sources
- Set up cross-domain measurement — Google Analytics Help
- Measure ecommerce (GA4) — Google for Developers