In fact, 23% of consumers report being misled by third-party traveler resellers on the phone or online, which amounted to $5.7 billion in fraudulent and misleading hotel booking transactions in 2018 alone.

When booking a hotel reservation through a third party, one out of four consumers experienced a problem with their reservation.

Over 40% of consumers were upset to learn that when they comparison shop among these “digital middle men” - Trivago, Kayak, Expedia, Orbitz,, Travelocity,, and others - they’re usually just comparing the same two companies: Expedia and Priceline, which together control 95% of the online travel market, according to the report.