Nowadays, when searching for a hotel room, people usually click quickly through the well-known booking portals – the cheapest price seems just a few clicks away. However, behind the digital scenes, there are tricks and power plays that can cost travelers dearly. New regulations and a wave of lawsuits against the industry giants are causing movements in the market – and offering savvy bookers unexpected savings opportunities.

Booking portals: Comfort with pitfalls

Most travelers start their search for accommodation on popular online portals like Booking.com or HRS. They attract users with countless filtering options, reviews, and the feeling of having all choices in view. However, this is often where transparency ends: the so-called "best price clause" has previously forced many hotels to offer their rooms no cheaper anywhere than on the portal – not even on their own website. Those who book online often rely on the results these platforms present. However, portals do not display their results neutrally: commissions, specific marketing deals, and algorithms influence which hotel appears where. A study by the European Commission showed that with identical travel dates, prices on different portals can fluctuate by up to 15 percent – so it is always worth comparing.

During the search, dramatic warnings such as "Only one room left" or "Many users are currently viewing this offer" often appear. According to consumer protection, these are often pure marketing tools intended to create pressure. The actual availability may look different, as many portals only access a partial quota of hotel rooms.

Direct booking as a savings trick

Those who do not let themselves be pressured and invest a few extra minutes have the best chances of getting a better deal. The Stiftung Warentest explicitly advises comparing prices on the official hotel website or by calling the hotel. Behind the scenes, a recent survey among hoteliers confirms this: Many hotels offer lower rates or additional services such as a room upgrade, breakfast, or more flexible cancellation policies when approached directly. The abolition of best price clauses within the EU - driven by the Digital Markets Act (DMA) - has further accelerated this development in 2024. Hotels are now finally allowed to determine their best prices themselves again.

Additionally: Offers that are already marked as "fully booked" on portals are often still available directly through the hotel – this is due to limited call contingents. Especially in popular vacation regions, hoteliers report that they intentionally hold back a portion of their rooms for direct bookers.

"We can finally act flexibly again – the price spiral of the portals has put many hotels in a straitjacket," explains <strong>Maria Lorenz</strong>, President of the German Hotel Association. "Our guests also benefit from this, as they receive more personalized arrangements again."

Filter tricks and market power

If you decide to book online, it's worth using search filters and sorting options deliberately. The default settings of many portals are based on paid placements and not necessarily on quality or fairness. Those who sort results by guest ratings or price get a more realistic selection. According to a study by the Federal Association of Consumer Organizations, 62 percent of surveyed customers stated that they have booked cheaper multiple times through targeted filtering and comparison.

At the same time, the market leaders themselves are in the crossfire: more than 10,000 hotels across Europe are filing lawsuits against Booking.com, demanding compensation for the years of enforcement of the Best Price Clauses. The sums involved are enormous – studies from 2024 show that there can be a difference of up to 6,600 euros between offers on different platforms for the same trip. Many hotels hope that the competition will now shift in favor of consumers.

Change in the booking landscape

In the context of the EU Digital Act DMA, the hotel market is at a turning point. Experts expect that price diversity and service quality will benefit from this. Already, platforms like Trivago report that more and more users are deliberately visiting hotel websites before making a final booking. At the same time, awareness of the tricks used by these platforms is growing. Large hotel chains are expanding their direct booking programs, while smaller establishments are investing in their own websites and online presence.

For travelers, this means: Those who are willing to look beyond the obvious can save real money and sometimes even discover better offers. Travel professionals now recommend consulting at least two different booking portals as well as the hotel website, and if in doubt, to ask directly by phone.

Further information, current offers, and legal tips for hotel bookings can be found at consumer centers, the German Hotel Association, and on independent comparison portals.