(Dive Travel Business News - January 12, 2012) -- Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Marriott International and Wyndham Hotel Group have started a new hotel website www.Roomkey.com.
Industry pundits believe the new collaboration is a response to the rise of major online travel agencies (OTA's) and the pressure to fill rooms during the recession. Hotels have lost control of their pricing due to the marketing power of major hotel booking sites such as Expedia, Travelocity and Orbitz.. OTA's don't necessarily provide the best price or the most accurate reflection of available inventory. The six founding partners came together to work out how to tackle the problem of growing distribution costs. Hotels increasingly want to “own the booking”, giving them a chance to up-sell ancillaries to travellers and allow guests to manage their bookings in a better way.
