Consumers generally believe, they won’t get a bad deal booking but they won’t get the best deal. There’s still that perception among consumers that there are lower rates out there, according to a report from Kalibri Labs (free registration).

Brands are getting better about demonstrating the advantages of booking direct. But at what price difference will guests book direct?

A big part of this direct booking push is still tied to the brands’ ability to continue to market the importance of booking direct to consumers.

Related: Study finds sustained growth in direct bookings