After five years of operating its Genius loyalty and discount program on Booking.com, parent company Booking Holdings is expanding the scheme to sister brands, including Priceline, Agoda and Kayak, Skift has learned.
Travelers who log into these sites will be able to access these rates and perks, such as room upgrades, thus expanding the program’s reach, a Booking Holdings spokesperson confirmed. Booking Holdings did not announce the expansion.
The move by Booking is clearly designed to expand its customer base and to take more share from the big hotel chains.
Qualified properties with ratings of at least as high as 7.5 out of 10 can opt into the program by offering discounts of perhaps 10 to 20 percent to guests, and in return they get increased exposure on Booking Holdings’ sites, generating heightened demand.
Properties can also target where they want these discounts to apply by city or state, for example, and can offer additional 5 percent discounts to business travelers. They can also extend the discounts to friends and family of Genius program members.
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