Three quarters of British consumers are unaware that they will now overpay for a hotel stay by booking through online travel agents (OTAs).
That's according to a survey conducted by OnePoll on behalf of hotel giant InterContinental Hotels Group (IHG) which this week announced that its Rewards Club members will be offered "exclusive, preferential rates" when they book directly with the company.
Following recent regulatory changes hotel groups now have more flexibility to offer lower rates when its to "closed user groups", such as loyalty schemes.
IHG's survey of 2,000 consumers found that nearly 80% of British consumers falsely believe that price comparison sites offer the best rates and a further 87% believe all available rates are shown.
Findings revealed that only 1 in 10 (12%) of consumers book direct but that three quarters admit they wouldn't use online comparison sites if they knew they could end up overpaying.
IHG Rewards Club estimated that British travellers could save up to 10% when they book their stays directly through a hotel company.
Matt Luscombe, chief commercial officer, Europe for IHG said: "Our research shows there are still misconceptions around how some booking sites work. Our guests like choice, but they also want to know that they're not paying over the odds for their room."
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