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Are Travelers Losing The Hotel Booking Wars?

In the wrong hands, studies like this will encourage people to launch trip-planning startups. But while there may be less legwork involved, the Internet has created a new problem: With countless sites and online services out there, it’s hard to know which ones are actually worth your time ‘” which may explain why the average traveler visits a whopping 38 websites before actually booking a trip.

That advice strikes fear into OTAs like Expedia and For an OTA, the user journey of going to their website, looking up a hotel price, then leaving and going to that hotel’s website, and seeing that if you book direct it is cheaper – that process is extremely harmful to their business model,” said Dori Stein, CEO of Fornova , another start-up that works with hotels to boost direct bookings.

While these deals and discounts are always welcome, they’re not crucial to booking a …