hen you shop around for the best hotel deal, getting the cheapest price isn't enough. You want value for whatever priced accommodation makes you comfortable on a business trip or vacation.

List your criteria, destination and price range. Then set about using the following techniques to make what you want affordable:

The "rack rate" is what people in the travel business call a hotel's list price. The bargain hunter's goal is to pay 50 percent of the rack rate.

If you don't ask, you won't get a reduction. And the people to ask are not those "800" reservation clerks who are paid to be helpful and friendly, but not to negotiate prices. That type of discretion is available only at the individual hotels. If you know where you're going to stay, talk directly with the personnel at that hotel. If the hotel isn't booked, you're more likely to get a discounted rate than by calling a reservation line.

When you call for a reservation, you almost always get a desk clerk. Even the most competent clerk may not have the authority to offer lower rates. Still, always ask for the best rate right up front. Doing just that may be enough to shave a few dollars off.

If the price is still not right, ask to speak to the manager. Explain in a respectful manner that you are visiting to relocate your home, or take your dream vacation, or bring a little child to a special museum. Tell the truth. There's a reason you want to stay in that particular hotel. Managers are trained in the hospitality industry. They don't like to turn you away.

If you fit into a special category, the clerk may give you an additional discount. Most hotels have special rates, usually called "business rates," if you're a member of a group. If you're an employee of a company or self-employed, you can often get a discount merely by presenting your business card. Government employees and military personnel usually get discounts, too.

If you are in a location where there are a number of hotels that aren't full, wait until after 6 p.m. and shop around.

If you can, travel during the off-season. Rates at hotels that cater to business travelers during the workweek tumble on weekends. So do rates at resort hotels during off-season.

If you book a full service hotel at least three times a year, you should join a travel club. A number of organizations offer half-price hotel accommodations. You pay a yearly fee and receive a directory of participating hotels, plus an ID card or coupon book. You must present the card at the reservation desk or give your number over the phone when you book. Hotels come and go from the directories, so this can't be the only weapon in your arsenal. Another annoyance is that few of the discounters have discovered the Web yet. You have to call.

If you're not the type to negotiate and your club doesn't have the accommodations you seek, use a hotel broker. They buy large blocks of rooms at great savings and offer them at discounts ranging from 10 percent to 40 percent, with some as large as 50 percent. Hotel brokers do not charge a fee, but you must pre-pay by credit card.

When using a broker, find out if there's a fee for canceling. There usually is. Get a voucher and a confirmation number. If the hotel's computer hasn't picked up the reservation, you'll have pre-paid and have no room. Ask for no smoking and an upgrade when you book. Ask again when you get to the hotel.

Brokered rooms should not be inferior. You are entitled to all regular privileges including free breakfast and health spa.

Most travel agents can also save you 10 percent to 40 percent on room costs. Generally, hotel brokers pay commissions to travel agents, so you can have your agent make arrangements through the brokers. Further, full-service travel agents have a book of "preferred rate" hotels. These are standard to deluxe hotels, usually in major cities. Reductions are from 10 percent to 40 percent.

Credit card companies constantly offer special package deals with hotels in their never-ending effort to get you to use their cards.

Typically, the deals include special discounts or features when you pay with a card. The promotions are usually mentioned in advertising material that accompanies your monthly statement. Scan those promotional letters thoroughly because the hotel personnel won't mention them to you.

Even if you haven't booked the discount in advance, you can ask the reservations clerk when you're checking in if any new discounts are being offered through your card.

Customer loyalty pays if you're a frequent-user member.

If there's a particular hotel you like, join its "frequent-stayer program." Like frequent flyer miles, you're awarded points toward a free stay. The dollar value of these points averages 5 percent of the bill. But, programs vary from a mere 2 percent to a hefty 11 percent, depending on the chain.

Marriott has one of the richest programs for credit card users. Get points for eating in its restaurants, shopping at its gift shops or staying at companion hotels like the Ritz Carlton.

Many chains give other bonuses like airfare miles, complimentary meals or room upgrades. For example, Hilton's frequent-stayer points can be exchanged for air miles and vice versa.

If you're a budget traveler, brand loyalty is your best bet, both here and in Europe. The largest chains are Best Western, Comfort Inn, Days Inn, Econo Lodge, and, of course, Holiday Inn.

These chains offer "frequent stayer" points, discount auto rentals and freebies for kids. Don't forget to negotiate for a reduction in the rack rate.

For my money, I'd prefer either the most upscale, posh suite or a free stay at someone's home. When I can't afford the former, I'm bound to chalk up some great life experiences at the latter. Here are some ideas and resources:

If you're planning an extended stay overseas, exchange your home through a number of home exchange directories such as Computex or America's Hotlinks.

The idea behind this is you can find less expensive ways to stay where you want in the type of place that you want. If you're paying the advertised or rack rate, you're probably paying too much.