Piper Jaffray surveyed 1,000 U.S. customers who reserved rooms at 86 chain hotels in the world's largest 25 cities. It found that OTAs and travel search sites had the lowest price 21% of the time, while hotel supplier websites had it 13% of the time. In about two-thirds of the cases, room pricing was the same across distribution channels. Of course, if an OTA or search site has the lowest rate, shoppers still have work to do. Is it on Expedia? Hotels.com? Booking.com? Kayak? Still, the lowest rate isn't on supplier sites often enough to siphon bookings away from OTAs, Piper Jaffray concluded. "These results provide further evidence as to why consumers will not begin to shift towards hotel direct as a primary booking option, despite increased marketing resources," wrote Piper Jaffray analyst Michael Olson, the report's author, in a note to clients. Get the full story at Travel Weekly Read also "OTA or hotel direct - the OTAs view"