Then there are a lot of providers who have APIs but are not part of a large backend service. Hotels especially are notorious here.
Furthermore a lot of providers still don't have APIs (yes, in this day and age) and need to be scraped, and will agree to doing so - the better you scrape the more alternatives your users get.
But yeah. In an ideal world what you're saying would be true. And I agree that this is probably a userbase acquisition - market consolidation move rather than a tech one.
disclaimer: used to work at kayak.
The big thing here is this makes the Expedia umbrella by far the largest distribution channel for online hotel reservations. It gives them quite a bit of leverage when negotiating contracts with the hotel chains in the future. Especially when they are responsible for something like 35% of all the hotels' reservations.
But the reality is that: - Not all the hoteliers update all the rates simultaneously (through a channel manager, for example) - Some the hoteliers are not selling the same rooms or rates (breakfast, cancellation options...) in all the OTAs. - Certain OTAs that are just re-selling inventory from wholesalers and the commission applicable to an offer can be modified by the OTA at its will.
There are more 'shady' tricks that can lead to different prices for the same hotel, but it would be too long to write all of them in a post.
I'd love to see a blog post on this, and would gladly send beer/coffee money your way to see it!
But, I can share some pricing strategies that I've noticed that our competitors are doing, for example:
1) Different prices for different countries, example:
http://www.amoma.com/hotel.php?id=30800&key=2015022020150221... and open it again in english, using an incognito window (important): http://www.amoma.com/hotel.php?id=30800&key=2015022020150221...
2) Most of the hotels set the price using their local currency, and when the prices are converted to the customer currency, every OTA can decide to be optimistic or pessimistic. They could even decide to use a different conversion rate depending on the booking windows (number of days to checkin).
3) Price parity clause can be avoided if the price is not 'public' (http://www.osborneclarke.com/connected-insights/blog/hotels-...) so now most of the OTAs are trying hard to get the users logged in before booking. Once the user is logged in, the prices are not 'public', so the OTA can lower their commission slice of the price.
4) Some hotels have a specific (cheaper) rate for 'package bookings' i.e. the room is booked together with another service (flight, car rental...). But some OTAs decided that a flight booked earlier was enough to offer a 'package rate' to the customer. See: http://www.tnooz.com/article/expedia-playing-hardball-hotel-...
Thanks for the beer, we may have an opportunity to drink it together in the future.
But, non advertised prices can be lower such as on Hotwire, where you don't know which hotel you are reserving, you only get to choose the price and have to stay wherever Hotwire makes the greatest margin.
If you do find a lower advertised price for a specific hotel, you can usually call their 800# and get it price matched and something extra.
http://www.marriott.com/hotel-prices/travel.mi
http://www.starwoodhotels.com/bestrate/index.html
http://hiltonworldwide.hilton.com/en/ww/ourbestrates/guarant...
http://www.hyatt.com/hyatt/specials/offers/offer-details_hot...
https://www.ihg.com/hotels/us/en/customer-care/lowest-intern...
Same for flight bookings. I've never found the attraction of booking through third parties; it only adds a failure point. Maybe small or specialized agencies are the exception, like Amex's travel service (which, I think, used a platform like Expedia's, but they had fantastic phone options and would always go figure stuff out on my behalf.)
1. For hotels, where the hotel itself doesn't actually have an online-booking system. Not very common in the U.S., but common among smaller hotels in Europe. Often a third party (most often booking.com) is the only way to book these hotels online.
2. For flights, where Orbitz or Expedia are able to put together a multi-airline itinerary that I can't get those airlines' own sites to return. The last time I used Orbitz was for this reason: it was able to come up with a round-trip ATL-CPH with Delta one way and KLM the other way, with a good price and times that were convenient for me. The fare rules work because they're partner airlines (so it ends up billed as a round-trip, not two one-ways), but I couldn't manage to get either the KLM or Delta websites to offer me that combination, despite quite a bit of fiddling.
I know for a fact Hotel Tonight does this, as I've seen the fax from the front desk clerk with their corporate mastercard number (partly redacted) on it.
(Maybe I should be staying at better places)