Of those surveyed, 93% compared prices before booking and 81% used hotel review sites.

Conversely, only 21% of customers saw the hotel brand as important.

That means savvy hotels should be lowering prices and working towards better online reviews.

Joel Brandon-Bravo, managing director of Travelzoo UK said, “People are becoming much more price-conscious and may base their whole destination choice on finding a good-value hotel."

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