Changing the Rules of the Game for Hotel Bookings

Right now, Swiss hotels operating on can offer rooms at lower prices directly to their customers. Hotels can only gain from this new rule.

Last month the Swiss Parliament ratified a decision to allow Swiss hotels operating on to offer rooms at lower prices directly to their customers. The digital platform opposed the decision, arguing that it would be the customers who would be hit hardest. allows hotels to sell their rooms on the platform on a commission basis and customers have the convenience of being able to compare prices before booking a room.

For hotels, the main advantage in using the site is that it can dramatically increase their visibility, so much so that some 72 percent of all hotel bookings in Switzerland are made via Hence, a hotel that does not appear on the platform is effectively cut out of the market.   

Until now, hotels marketing their rooms on have not been allowed contractually to offer lower prices for their rooms elsewhere. That’s to say: the best deal the customer would be able to find was on the platform.

On 18 September, the Swiss Parliament changed the rules of the game: hotels now have freedom to decide their own pricing policies and can offer room prices directly to clients that are lower than the ones appearing on the   

So what are the consequences for hotels, -- and, more importantly – customers?

What economists call ‘game theory’ may allow us to identify optimal strategies and make forecasts about what will happen next in the Swiss hotel market. Clients, being aware of the new rules of the game, may decide to increase the amount of time they spend searching for the best possible deal. This will depend on how customers value their time.

The existence of online travel agencies like increases competition among hotels. At the same time, the platform itself gains power in the market: the larger the number of hotels appearing on the platform, the greater the competition among them and the higher the value of the platform. The Swiss Parliament’s decision creates a new dimension in the marketplace. Now competition is no longer only on the platform, but also between the OTA and the individual hotel’s own marketing activities.

Let’s consider the financial implications.

Suppose each hotel has to pay a fee of 20 CHF per transaction to appear on the platform. This means that if a room costs the client 100 CHF, the hotel receives only 80 CHF. Following the Swiss Parliament’s decision, hotels would now be able to sell their rooms on their own website for 85 CHF. This implies that hotels would make a margin of 5 CHF per room compared with those marketed on the platform. As a consequence, the value of the platform decreases and with it the power to ask for higher fees. As to whether clients go on using the platform would depend on their preferences and time.

Most likely, we will see some convergence between the prices on and those offered elsewhere. It could well be that, in the most extreme case, the prices might be the same, just as before. However, that would mean more value going to the hotels rather than to the platform. Hotels can only gain from this decision.

Dr Giuliano Bianchi
About the author

Dr Giuliano Bianchi is an Assistant Professor of Economics at EHL. He conducts empirical research on forecasting, executive compensation, economics of crime and tourism economics.

Giuliano holds a PhD in Economics from the University of Bologna (Italy), a Master Degree in Economics from the University of Edinburgh (UK), and a Bachelor Degree in Economics from the University of Lugano (Switzerland). Before joining EHL, Giuliano was a Wertheim Fellow at the Labor & Worklife Program, Harvard Law School.

Giuliano’s work has been published in refereed international journals, including Applied Economics and The Quarterly Review of Economics and Finance.

Dr. Isabella Blengini
About the author

Dr. Isabella Blengini, is an Assistant Professor in Economics. Her research interests include exchange rate movements, expectations, international capital flows, financial crises optimal monetary policy and portfolio choices.

Isabella teaches in the bachelor program the courses of microeconomics and hospitality economics. After taking her Ph.D. at Boston College, she did a post-doc at the University of Lausanne. She has been visiting fellow in the economics department at MIT and summer intern at the Boston Fed.