Swiss Hotels Struggle as Online Booking Platforms Undercut Prices.
Hotels across Switzerland are facing increasing pressure from online booking platforms that often list rooms at lower prices than hotels’ own direct offers, according to a new industry study.
The report, published by Hotelleriesuisse, found that around half of 171 surveyed hotels experienced undercutting in 2025, up from 40% the previous year. In 83% of these cases, hotels said they had not authorized the discounted prices.
Industry representatives warn that such pricing practices force hotels to reduce their own direct rates in order to stay competitive, creating a downward pricing cycle that weakens profitability across the sector.
Hotelleriesuisse director Christian Hürlimann said hotels risk losing control over their pricing and distribution strategies as online travel agencies continue to dominate the market.
Despite direct bookings still accounting for 59% of reservations, platforms such as Booking.com and Expedia remain highly influential in shaping consumer choices and visibility. Booking.com alone handles more than 70% of online hotel bookings, while Expedia accounts for around 15%.
Although price parity rules have been banned, hotels report that online travel agencies still influence pricing indirectly through ranking systems, promotional tools, and discount programs. Nearly 29% of hotels also report direct pricing interventions.
The study further highlights the growing use of “multi-sourcing,” where hotel rooms are resold by third-party platforms, affecting more than half of hotels and further complicating pricing control.
Experts warn that these trends could reduce transparency and profitability in Switzerland’s tourism industry unless stronger regulatory safeguards or industry agreements are introduced.
