What happened
New research from Skift and McKinsey & Company has put numbers on something most frequent travellers already do: booking a hotel is no longer the end of the shopping. According to the research, 41% of US travellers keep checking prices on their trip after they have booked, and 29% keep an eye on other options in case something better appears.
That browsing turns into action. Just over half of travellers — 51% — say they have changed a hotel or other accommodation after spotting a preferable option on social media. Skift’s take is that the confirmation email now marks the start of a second round of shopping, not the end of the sale, and that most hotels are not set up to compete in that second round. Flexible cancellation policies are part of why the behaviour persists: when cancelling costs nothing, there is little reason not to keep looking.
What it means for travellers
- Book the flexible rate when the gap is small. If a refundable rate costs only slightly more than a non-refundable one, the freedom to rebook usually pays for itself.
- Set a price alert after you book, not just before. A quick weekly check — or an alert on your booking platform — is how most of these savings are actually found.
- Rebook first, cancel second. Only cancel the original reservation once the replacement is confirmed, and stay inside the free-cancellation window.
- Know when not to play this game. In places where good rooms are genuinely scarce, a confirmed booking is worth more than a possible discount. In Hunza and Skardu at peak season, for example, the best rooms go early and there is no second chance if you let one go — our best-time-to-visit-Hunza guide explains when those pressure points fall.
- Watch the total, not the headline rate. A cheaper room that adds resort fees, paid parking or a no-breakfast rate can cost more than the booking you already hold.
What to watch
Whether hotel chains respond with price-match promises or loyalty perks aimed at keeping guests from re-shopping — the first brands to do it well will win repeat bookings.
Source: Skift
