- Three quarters of brits are unaware that they could overpay if they book through a price comparison site
- Nearly 80% of Brits falsely believe that price comparison sites offer the best rates and a further three quarters believe all available rates are shown
- And, three quarters (76%) of Brits would not use price comparison sites if they thought they could overpay for a hotel stay
- Under 10% of Londoners book directly with a hotel company, while the savviest shoppers are in the South West with nearly 2 in 10 (18%) always booking directly
Buckinghamshire, UK, 2016-May-10 — /Travel PR News/ — Travellers could save more than £20 million* a year on hotel stays across Europe, simply by changing the way they book, reveals IHG® Rewards Club, the loyalty programme of InterContinental Hotels Group® (IHG®).
According to a recent survey, a staggering three quarters (76%) of Brits choose to book through price comparison sites because they believe they can guarantee the best rates. Findings revealed that only 1 in 10 (12%) savvy Brits always book direct, which means the vast majority could be stretching their purse strings more than they need to.
87% of Brits believe that price comparison sites show all available rates, which is not always the case, yet a further three quarters admit they wouldn’t use online comparison sites if they knew they could overpay. IHG Rewards Club, the world’s first and largest loyalty programme, has estimated that British travellers could save up to 10% when they book their stays directly through a hotel company. Nearly half (45%) of Brits would never knowingly want to overpay for anything.
The survey also uncovered some interesting findings about the booking habits of travellers across the UK based on where they live. Under 10% of Londoners book direct, meaning those in the capital are most likely to miss out on bagging the best rates, coming in just above those in Wales (7%). The savviest shoppers are in the South West with nearly 2 in 10 (18%) claiming to always book directly through a hotel company.
It’s an easy switch, but travel-hungry Brits are still booking through comparison sites, with only half (51%) claiming to know how they work. The research marks the launch of IHG’s Lowest Price Promise – a guarantee that guests will get the lowest rates when they book directly with IHG. Lowest Price Promise is a part of IHG’s global rollout of Your Rate by IHG Rewards Club, an exclusive rate for over 92 million members worldwide.
The findings come at a time when regulatory changes are taking place, which mean that hotel groups are starting to have more flexibility when it comes to guaranteeing their guests the lowest prices. For the 35% of Brits who claim they no longer know who to trust when it comes to getting the lowest rate, this will mean the process is more transparent.
Consumer champion Sarah Willingham comments, “So many of us assume that booking with a price comparison website will mean we get the cheapest price and that we will save money but the reality is that you should always try booking directly as there are often big savings to be had. Recent changes to regulations and practises are great for the consumer and mean that more hotels companies are now able to guarantee their guests the lowest prices available directly”
“Booking direct also has the added benefits of loyalty recognition, such as upgrades and points towards free nights, as well as the added extras like free Wi-Fi and breakfast included.”
Matt Luscombe, Chief Commercial Officer, Europe for IHGadds, “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. We want to make it simple for our guests: whether you’re staying in a Holiday Inn®, Holiday Inn Express® or Crowne Plaza®, our Lowest Price Promise is a guarantee that, if you book directly with us, you will get a lower rate than on any other website.”
Notes to Editors:
IHG® (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organisation with a broad portfolio of hotel brands, including InterContinental® Hotels & Resorts, Kimpton® Hotels & Restaurants, HUALUXE™ Hotels and Resorts, Crowne Plaza® Hotels & Resorts, Hotel Indigo®, EVEN® Hotels, Holiday Inn® Hotels & Resorts, Holiday Inn Express®, Staybridge Suites®and Candlewood Suites®.
IHG franchises, leases, manages or owns more than 5,000 hotels and 742,000 guest rooms in almost 100 countries, with nearly 1,400 hotels in its development pipeline. IHG also manages IHG® Rewards Club, the world’s first and largest hotel loyalty programme with nearly 94 million members worldwide.
InterContinental Hotels Group PLC is the Group’s holding company and is incorporated in Great Britain and registered in England and Wales. More than 350,000 people work across IHG’s hotels and corporate offices globally.
Visit www.ihg.com for hotel information and reservations and www.ihgrewardsclub.com for more on IHG Rewards Club. For our latest news, visit: www.ihg.com/media and follow us on social media at: www.twitter.com/ihg, www.facebook.com/ihg and www.youtube.com/ihgplc.