Nowadays, hoteliers are not shying away from messages that clearly tell users that lowest prices are to be found on their website, rather than anywhere else, i.e. OTA sites. Hilton Hotels has been the most vocal in the past couple of months, with public campaigns on television, out-of-home advertising and online tactics hitting on the same message, as can be seen above.
Other chains such as InterContinental Hotels have traditionally opted for a softer approach, with a “best rate” guarantee mentioned at the bottom of their corporate website. For Starwood Hotels and its Starwood Preferred Guest (SPG) loyalty program, there is a subtle “Why Book Here” button in the reservation menu which, once clicked, leads to the benefits of direct reservations with the brand, as explained below.