HotelChatter

The research found that consumers believe they naturally get a better selection of hotels through an independent site, but they also overwhelmingly feel they get better prices, despite the best rate guarantees touted by hotel chains. They also like the honest reviews and the one-stop-shop aspect, with the ability to book a flight and car as well.

Expedia's web site is far and away perceived as the easiest to use--cited as a reason to book there by 81% of customers, the highest score on any question. Ironically, Expedia is also perceived as having more details about the hotels than the hotels' own sites. (Note to hotel web developers: less icing, more cake please!)

Where the Marriott and Starwood sites had a clear advantage was the ability to earn reward points (cited by 55%), no additional add on fees (51%), and "easier to change/cancel" (55%). The hotel chain honchos may want to pay attention to that last one since we're seeing more non-refundable package deals show up lately.

Where did the independents and the hotel chains come up even? Interestingly, guests don't feel they're getting a better quality room or priority service either way: it was almost a tie at a very low 14%/15%. Also, customer service is universally panned. Only 19% of respondents said they booked direct to get better customer service, compared to 12% from Expedia and Hotels.com. It's a DIY world either way these days.

Note: This survey is a pay-for download but you can get the abstract for free.

Image via Jnunemaker/flickr

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· The Battle for Loyalty - Online Travel Agencies vs. Suppliers [Travel Abstract]