July 25, 2017

Hotel giants insist booking direct is the superior option


The hotel companies responded to a Piper Jaffray study that found travelers often have a better chance finding lower hotel prices on OTAs and travel search sites than on the hotels' own websites.

According to the study, OTAs/travel search sites offered the lowest price 21% of the time, while hotels' own websites offered it just 13% of the time. In about two-thirds of the cases, room pricing was the same across distribution channels.

"While we can't speak to the validity of this report, direct booking continues to be the best way that Marriott loyalty members are guaranteed the lowest rate with benefits and services at one of our hotels," Marriott said in a statement.

Hilton chief commercial officer Chris Silcock said, "We are confident that Hilton Honors members who book direct not only get a better price, every day at every hotel, but also a better and more personalized experience, with unique features like choose-your-room and digital check-in, digital key, Hilton Honors points and free WiFi."

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