They Just Booked the Hotel Room — But They’re Already Looking for a Better Deal

The confirmation email used to mark the end of the sale. For many travelers, it now marks the start of a second round of shopping, and most hotels are not set up to compete in it.

New research from Skift and McKinsey & Company finds that 41% of U.S. travelers keep checking prices on their trip after they’ve booked, and 29% keep looking at other options in case something more desirable becomes available.

Rebooking intent comes with real action: 51% of travelers have changed a hotel or accommodation after seeing a preferable option on social media.

It is a reality that poses a challenge to hotel heads of revenue, distribution and loyalty, and the owners and asset managers whose margins depend on them: which reservations to defend, which competitor bookings to chase, and how to navigate this changed post-booking period.

And remember, the industry created this environment. “One reason it lingers is cancellation policy: travelers may be a