It may be easy to engage the hotel directly, but when you are looking at potentially 20-30 hotels in an area the time the customer spends to check directly each

It may be easy to engage the hotel directly, but when you are looking at potentially 20-30 hotels in an area the time the customer spends to check directly each one makes the aggregation a huge value proposition. I use booking.com a lot not because they are so good, but because they are more convenient than searching direct. I use to do motorcycle travels with a group and each day or couple of days we target the next place to go. With such a scenario booking hotels directly is impossible, but booking.com gives me everything in an area filtered by some criteria. I use location and rating as the top factors, price is just a differentiator. What is the hotel answer to that? PS. Most of the time in my experience the booking.com price was better than direct booking. This is because on booking.com I found some great deals (not picking for, but why not use it?) while the hotels don't want to publish such low prices on their sites. I found out a nice place in Austria where we got by accident for a night, the place and the price were so good we extended the stay (for the same great price), then next year in the same period I checked the "regular" price and it was more than double.