Online Booking
More than half of all hotel bookings occur online. Search platforms are perceived by customers and participating businesses as free marketplaces that simply aggregate products and services. In reality, dominant technology companies give their own paid advertising products and services preferential treatment and placement within their platforms to ensure that regardless of the specifics consumers are searching for, they will likely be steered down a booking path that benefits the search provider. This process raises costs across the industry to the benefit of search providers and detriment to the consumer.
Bad actors use misleading websites to offer seemingly great deals to unsuspecting travelers who provide their personal information and credit card details – only to find that they’re victims of hotel booking scams.
Hotel employees like front desk agents and managers are the first in line to serve a customer who has arrived at the hotel with a fraudulent booking. They try their best to rectify the situation where they can, but their hands can be tied if a hotel is fully booked.
How can you protect yourself from fraud when you’re making your travel plans?
- Book directly with the hotel or a trusted travel agent. This is often the better value, and it’s the best way to make sure you get what you want and need from your reservation.
- Look before you book. It’s always safest to book directly with the hotel where you’ll be staying – but check that URL. Take an extra minute to make sure you’re on the real hotel’s booking site, and make sure you know who you’re giving your information to. Some fraudulent booking sites will go so far as to use the hotel’s brand name in their web address. These misleading sites frequently pop up at or near the top of search rankings.
- Be skeptical – and don’t let yourself be pressured into a hasty purchase. Hotel reservation scams often use tactics such as fake discounts (“Special Rate!”) or creating a false sense of urgency (“Only 3 Rooms Left!” or “211 Other People Are Looking At This Room!”). If you see a deal you like, contact the hotel directly – most hotels will offer a best price guarantee.
- Take advantage of loyalty programs. Loyalty programs at your favorite hotels can offer discounts, upgrades, and other terrific perks – and they’re free to join! Booking directly with the hotel is the best way to make sure you’re getting your points and great deals.
- Ask before you book. Before you enter your credit card information, check the following:
- What is the cancellation/trip change policy?
- Is it a secure payment site? The URL should have a small lock and should start with https:// as opposed to just http://.
- Is the site, in any way, affiliated with the hotel where you’ll be staying?
Safe travels – and enjoy your hotel stay!
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AHLA is the leading voice representing every segment of the hotel industry including major chains, independent hotels, management companies, REIT’s, bed and breakfasts, industry partners and more.