Book direct and save, best available internet rate, best price guarantee, best rate publicly available, best online rate guarantee … these are words that hoteliers use on their hotel website to persuade customers to book direct.
These influential words can save hoteliers paying up to 35% commission to online travel agents. But are hoteliers living up to their price guarantee? Hotel price comparison website HotelsCombined.com conducted research in four metropolitan cities to determine if randomly selected hotel chain websites and independent hotel websites offer the best available rate.
The results indicate that hotel websites do not always offer the best available rate. What’s more consumers cannot count on hotel price guarantees as most guarantees must be carefully documented if consumers are planning to file a claim. Even then it can be difficult to extract the guarantee. Without this guarantee, however, it leaves loyal customers no choice but to book through online travel agents which offer better deals. And how are online travel agents offering better deals? They make hotels sign a lowest rate guarantee contract.
