An analysis carried out in Italy shows that reservations made directly at the hotel, especially by phone, can bring significant savings to those made by platforms such as Booking, Trivago or Shipment.
Direct hotel reservations can cost cheaper than on online photo platforms: Shutterstock
According to a study of the Altroconsumo Association (the largest Italian Association for Consumer Protection), quoted by the Courier of Italy, the direct reservations at the hotel are often more advantageous than those made through online platforms.
The study analyzed almost 100 offers for 10 tourist destinations in Italy, including Rome, Florence, Venice, Naples and Dolomites, targeting one night for families with two adults and two children, in 3 -star hotels, between 23 and 29 June 2025.
In 68 of these cases, the price obtained by directly contacting the hotel was lower than the one offered by the reservation sites.
Moreover, in 75% of cases, the telephone call directly at the hotel led to even better rates on the official sites of the accommodation units.
Huge price differences according to location
Economies may vary significantly depending on the destination. For example, in Selva Di Val Gardena, in Dolomites, a family can save up to 2,800 euros, ie 58% of the initial price – 2,029 euros instead of 4,835 through platform.
In Taormina, a room reserved directly at the hotel cost only 840 euros, compared to 2,421 euros through booking, a difference of 65%.
Even in popular tourist cities such as Venice, Rome and Florence, the differences are notable, with average savings of 32%, 26%and 26%respectively. In Milan, prices can be up to 53% lower, and in Naples – with 46%, the shipment being the most expensive platform here.
Booking – the most expensive channel
According to Altroconsumo, Booking is almost always the most expensive selling channel of all considered. However, the association states that the platform does not hold the monopoly on prices.
In fact, in March 2024, the Italian Competition Authority (AGCM) opened an investigation against Booking for possible dominant position abuse, accusing it of imposing hotel restrictions in establishing their own rates. The investigation was closed in December, after Booking implemented corrective measures considered adequate by the authority.
Advantages and disadvantages of reservation methods
Whether it is the direct reservation at the hotel or through online platforms, each method has both benefits and limits. The direct contact of the hotel can lead to a lower price, it offers greater flexibility in the case of reservation, allows the formulation of special requests and facilitates a more personalized communication with the unit staff.
In contrast, reservation platforms are useful because they allow the rapid comparison of tariffs, provide last-minute offers or promotions for loyal customers and, in some cases, offers free cancellation options, which adds more safety and flexibility.
How to save
To get the best rate, Altroconsumo recommends that, before making a reservation, tourists will compare the prices displayed on online platforms with those offered directly by hotels. It is advisable to contact the accommodation units by phone to request any special offers. Also, choosing flexible data, reservations made early and attention to available promotions can significantly contribute to reducing travel costs.
