OTAs undercut hotels’ own websites by 15%, finds Top10 study

Leading hotel room retail websites are up to £30 a night cheaper than the hotels’ own website, analysis carried out by price comparison site Top10.com suggests.

10662865-top10com-logoThe study looked at the cost of a night’s stay on December 7 in the UK, Europe and other destinations worldwide.

It found sites like Booking.com, Expedia.co.uk, Hotels.com and LateRooms.com offered average savings of 15%

Of the 100 hotels sample, the online price was cheaper than the direct booking price 71% of the time. Only one hotel offered a cheaper rate by going direct.

Alex Buttle, director of Top10.com, said: “With an average 15% saving of £30 a night booking a hotel through an online travel agent rather than the hotel direct, consumers can potentially save hundreds of pounds on weekend breaks and longer stays.

“There is a commonly held belief that booking a hotel direct with the hotel is the most cost effective way to book – our research debunks that myth. The reality is that customers need to shop around to save money – the best prices are normally to be found through one of the booking sites.

“While people are aware of the savings that can be made by comparing prices on services such as car insurance and energy, there is still a lack of understanding of online travel agents.

“Our research shows hotel prices vary hugely between sites like Expedia, LateRooms.com, Hotels.com and Booking.com which confirms the importance of shopping around to get the best deals,.”