Direct booking of the hotel costs 3 times less than on the platforms: how to save on the road

The summer holidays are coming and consumers fear that the wallets are also dissolved in the heat. A suggestion to save money may come from an investigation of Altroconsumoaccording to which Contact hotels directly It can be more convenient than the use of online booking platforms. In the investigation, the association has analyzed the price variations in almost 100 quotes for 10 Italian tourist resorts – Alghero, Florence, Milan, Naples, Rome, Sanremo, Selva di Val Gardena, Taormina, Venice and Vieste – and has examined the three Booking, Trivago or Expedia platforms. The research considered three -star hotel stays for families of four people (two adults and two children) with an overnight stay in the week since 23 to 29 June 2025.

Online prices also increased by 65%: how much you save

In 68 of the approximately 100 cases in questionthe estimate obtained directly from the hotel is lower than that proposed by the online platforms. Even more advantageous the Telephone booking, which 3 times out of 4 offered cheaper rates with respect to the official sites of the same hotels. The price differences vary considerably according to the 0th location: a Selva di Val Gardenafor example, in the Dolomites, the average saving reaches 45%, with a significant case because the difference between platform and direct hotel is of 58% (4,835 euros against 2,029 euros). In Taormina the gap can go up to 65%with a room offered at 840 euros by calling the hotel against 2,421 euros in booking. In the most popular tourist cities throughout the year, such as Venice, Rome and Florence, the differences are more contained but still significant, with medium savings by 32%respectively, 26%and 26%. In Milan you can spend up to 53% less by booking directly, while in Naples, where Expedia is the most expensive platform, direct savings can reach 46%.

Booking is the most expensive platform but does not have a monopoly

From the search for Altroconsumo it emerges that « Booking is almost always the most expensive sales channel of all those considered». But, underlines the same association, it should be remembered that it does not monopolize the rates. In March 2024 theCompetition and market authority authority (AGCM) had started an investigation against the alleged abuse of the dominant position, assuming limitations to the freedom of hotels in fixing prices independently. In December the investigation had been closed with the adoption of corrective measures by booking deemed adequate by the authority. In general, however – as confirmed by the investigation of Altroconsumo – remains true that Hotels can apply different and more convenient rates than those proposed by the platforms.

The tips to save money

However, both of booking methods have strengths and weaknesses. If the direct approach can offer lower prices, greater flexibility for changes and special requests, and a customization of the experience, the platforms can simplify the choice by comparing rates, in any case provide flexibility or dialogue options with the structure, occasional offers, discounts for loyal customers, Last minute promotionsand so on. According to Altroconsumo, however, it is convenient to check the price difference between online or hotel reservation, choose flexible dates, book well in advance, and take advantage of possible promotions.