Reading the papers suggests that he may be right. The Guardian recently published an article which argued that the “best rate guarantees” of the likes of, Expedia and, as well as TripAdvisor’s “just for you” offers, “are barely worth the pixels they are written on”. The Mail Online followed up only last weekend saying, “Hotel guests are being fleeced by online agents”. For Hicks, and many other hoteliers, it’s clear that still more needs to be done to educate consumers. For this reason a strong focus at IHG in Europe today is about how to educate the customer. “We working hard so that they can be sure that the price they find on our own direct channel is going to be better, or at least the same, than the price they might find on any comparison site or OTA,” says Hicks. Get the full story at Tnooz