Expedia is working hard to gain new allies，Come and oppose hotel chains such as Hilton、Marriott International and others are offering lower prices on their own websites than online travel agencies to increase direct bookings。

Expedia depicts in the image below how if a hotel offers a loyalty program on its own website that gives lower prices，Corresponding changes in its profits。Result display，The hotel’s profits are conservatively estimated to drop by 8%。

Expedia thinks，Although hotels can reduce costs from direct bookings，But the exposure rate on websites such as Expedia will also be reduced，The advertising effect in its market is weakening。Also，Due to the lower booking price offered，The increased cost of its loyalty program will also lead to a decrease in revenue。

Results of this analysis for Expedia，Some hotels pointed out that the data provided by Expedia are preliminary measurements，Probably only a quarter of all 188bet app data。They also pointed out，Direct booking is the cheapest distribution channel for both hotel chains and other hotel owners。

There are also hotels pointing out，This assumption that 25% of hotel bookings come from Expedia is exaggerated。It’s safe to say，Expedia’s chart does not represent actual numbers，But it still points out some directional concepts。

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In recent years，Hotel offers lower rates to its loyalty program members via email and other means，But it is still done in a closed way，Because this special price is not publicly available on the hotel website。

But since last year，Some global hotel chains，such as Hilton、Marriott and Hyatt are starting to make these low-price offers fully available to loyalty program members，And make the information public on your website。Said Cyril Ranque, President of Expedia Accommodation Services，These changes are not just a matter of contract，Although they have recently launched several rounds of negotiations on contract content。

Take Hilton Hotel as an example，They are offering a rate on their website for May 16th in the Chicago Theater District for $260 per night (king room) and includes free Wi-Fi，Also said this is a "guaranteed discount"，The Expedia price for the same room type for the same night without free Wi-Fi is $269。

Hotel chains have been saying for the past decade that they have lost control over the distribution of reservations for their rooms，And claims to take back share from online travel agencies。And some hotels are actively supporting the use of TV channels and digital advertising to bring consumers back to direct booking platforms。

But global hotel groups like Hilton，has been promoting its loyalty program，To offer lower prices than on Expedia website，But it is also gradually losing its share and popularity on Expedia。

Cyril Ranque said，Consumers have been accustomed to comparing hotel prices and booking hotels through online travel agencies for many years，On the one hand, this move by the hotel will reduce the number of customers booking through Expedia，On the other hand, it is also reducing the advertising effect brought by Expedia。

“This approach by hotels is narrowing their channels for acquiring new customers”, Cyril Ranque said，“We think this is a weird marketing ploy，Because it reverses the progress of the past 20 years。”

Additionally, he added: “Hotels publicly offering discounts on their websites reduce their flexibility in revenue management。And we think this is incorrect。They display on their website that they require customers to join the hotel's loyalty program 188bet app download to get such a rate，Doing so may also cause friction with consumers，Causing guest displeasure。”

* Author of this article: Xu Liyang，Zhihui Tourism Analyst，Head of Zhihui’s office in Berlin, Germany。

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