Dubai: Hospitality and travel industry experts have challenged the common perception that booking directly with a hotel always guarantees the lowest price, or that online travel platforms consistently offer the best deals, saying the reality is far more complex.They said hotel rates vary depending on demand, occupancy levels, booking timing, room category, cancellation terms and additional benefits, making it essential for travellers to look beyond the advertised room rate when comparing offers.Experts said travellers seeking the best value should compare the total cost of a stay, including taxes, fees, breakfast, cancellation and modification policies, payment flexibility, loyalty rewards and the level of support available in the event of changes or emergencies.They added that while hotel chains often offer exclusive loyalty benefits and personalised services, online booking platforms can provide seasonal promotions, last-minute discounts and broader loyalty programmes that allow customers to earn rewards across multiple hotel brands.Technology has changed booking decisionsDr Haitham Al Haj Ali, CEO of Dubai Link GroupDr Haitham Al Haj Ali, CEO of Dubai Link Group, said technology has transformed the travel booking landscape, providing consumers with greater access to information and faster booking processes.However, he noted that the abundance of options has increased the responsibility on travellers to make informed decisions."The optimal use of technology begins with comparison, not with rushing to complete a booking," he said.According to Al Haj Ali, travellers can use online booking platforms to compare hotel options and understand market pricing before reviewing the hotel's official website to assess differences in conditions, benefits and flexibility.He stressed that comparing hotel bookings is not simply a matter of comparing numbers."A room may be offered for AED500 on a booking platform and AED570 on a hotel's website. At first glance, the platform appears cheaper. But if the platform rate is non-refundable and excludes breakfast, while the hotel rate includes breakfast, loyalty points and free cancellation, the value proposition becomes completely different," he explained.Competition between hotels and booking platformsWalid Al Awa, General Manager of Tamani Marina HotelWalid Al Awa, General Manager of Tamani Marina Hotel, said travellers should focus on comparing services and benefits rather than price alone.He noted that both hotels and digital booking platforms now offer loyalty programmes, rewards and exclusive benefits to attract customers."Hotels view booking platforms as distribution channels and strive to provide competitive rates, while online platforms sometimes reduce commission levels and offer discounts to attract customers," he said.Al Awa added that commissions paid by hotels to online booking platforms typically range between 15% and 30%, and can influence how prominently hotel listings appear on booking sites.He said hotels increasingly seek to encourage direct bookings by offering added value such as:Complimentary breakfastRoom upgradesLate check-outRestaurant creditsExclusive loyalty programme rates and bonus pointsHe also noted that direct bookings often make it easier for guests to communicate special requests directly with hotel management.Read the fine printHosni Abdelhadi, CEO of Carlton HotelsHosni Abdelhadi, CEO of Carlton Hotels, warned travellers against relying solely on marketing phrases such as "free cancellation".He explained that free cancellation policies are usually subject to specific conditions and deadlines."Free cancellation is always linked to a defined time period. It may be 24, 48 or 72 hours before arrival, or even longer during peak seasons," he said.Abdelhadi stressed that understanding cancellation terms can make the difference between a flexible booking and one that results in significant financial losses if travel plans change unexpectedly.He noted that heavily discounted rates often require advance payment and may not allow changes or refunds."That option may be ideal for travellers whose plans are completely fixed. But if plans are subject to change, paying slightly more for a flexible rate can act as insurance for their money," he said.He added that bookings made directly through a hotel generally allow greater flexibility when changes are required, while bookings made through intermediaries often require travellers to deal with the platform's customer service and policies.Compare the final costExperts agreed that travellers should compare:Final price including taxes and feesBreakfast and meal inclusionsCancellation and amendment policiesPayment and refund conditionsLoyalty programme benefitsAdditional perks and servicesThey emphasised that the best hotel deal is not necessarily the cheapest advertised room rate, but the option that delivers the greatest overall value based on the traveller's needs and circumstances.
