Suppliers: hotel groups vs Booking.com

Booking or not Booking? It seems that, for executives in small businesses - and even large corporations - online hotel booking giant Booking.com is more than just an alternative to everything else on the market. With one in five customers booking on the site as part of a business trip, Booking launched its 'Booking Business' offer last year, offering discounts of up to 10 % on a selection of business establishments, as well as providing managers with the ability to report on employee spending.

While the importance of online travel agencies (OTAs) is well established, hotel groups are more determined than ever to get their hands on their customers. All the more so as they have been helped in this by competition authorities around the world who are taking a tougher line with Booking and its ilk. In France, for example, since July 2015, the Macron law has given hoteliers back their pricing freedom. "The recent changes in regulations are good news for the customer and mean that more hotel groups are now able to guarantee their customers the lowest rate."says Sarah Willingham, who specialises in consumer protection.

Loyalty rewarded

And to do this, they have an ace up their sleeve: their loyalty programme. Since September 2015, AccorHotels Club members have enjoyed discounts of 5% to 10% on online bookings. Last February, Hilton Worldwide also launched a marketing campaign with a very clear name: "Stop Clicking Around". Stop clicking around... Through this offer, members of the HHonors programme are entitled to exclusive discounts. But there is one condition: they must use the hotel group's channels. "It's a misconception that intermediaries always offer our rooms at the lowest price."says Mark Weinstein, Global Loyalty Director, Hilton Worldwide.

The American group was quickly imitated by its Anglo-Saxon colleagues. Marriott International, with its It Pays to Book Direct campaign, as well as Hyatt Hotels and Choice Hotels have all been quick to offer preferential rates. In May, IHG joined the movement with the global launch of Your Rate by IHG Rewards Club, promising the best rates to its loyalty programme members, whether they book direct or via booking channels endorsed by the group, the major business travel agencies in particular.