Up to 15 million travelers a year are duped by third-party websites into thinking they are booking direct with a hotel.
Hotel trade group the American Hotel & Lodging Association recently conducted a consumer survey of 1,000 people.
It found 6% of customers booked a room which they thought was directly with a hotel, but found they had actually made a reservation through a third-party site.
"These findings clearly show that online hotel-booking scams have eroded consumer confidence among third-party vendors," said Katherine Lugar, president and chief executive of the lodging association.
The AH&LA paints a bleak picture for third party bookings, with no guarantees customers get the room they reserved, may be charged undisclosed hidden fees and more commonly, may not be able to earn loyalty points with the hotel.
The group also says customers may fall victim to identity theft.
In some cases bookings made through ‘rogue’ third-party sites simply do not exist.
The American Society of Travel Agents played down the danger of booking through an intermediary, championing the service offered by professional travel agents.
"The expertise, knowledge and wisdom of our members helps ensure consumers avoid the worries and undesirable experiences they might otherwise face," an ASTA statement said.
