Hotels.com has unveiled a loyalty scheme offering members one free night for every ten nights stayed.
Launching the Welcome Rewards scheme, hotels.com president David Roche admitted it would be expensive for the company but not as expensive as television or trying to recruit via online marketing.
Roche said the programme was is in response to customer demand and was more generous than most schemes in the industry.
Welcome Rewards is aimed at both leisure and business travellers and the site believes a significant portion of its customers are from the corporate market.
The scheme gives travellers access to 65,000 hotels worldwide with no blackout dates. Accumulated rewards are valid for three years.