When you search for hotels through online travel agency sites, you only thought you were the customer. It turns out you’re the product.
Expedia now lets hotels bid to have higher placement in search displays. So Expedia monetizes your eyeballs, selling a better likelihood you’ll book a particular property to hotels with a product they call Accelerator.
Ultimately online travel booking consolidation can be seen less as exploitive and more as desperation. Hotel chains are consolidating, and they’re paying less. Booking sites are trying to figure out ways to extract revenue as their income per booking is declining and as they face new competition from Google and from other potential competitors in mobile. Still, it’s a risky move that Expedia makes. And the competing claims Expedia makes about it underscores that point.