What's the best way to book your holiday accommodation?

Could you save money by booking direct?

Quite possibly. 

One of the strongest reasons to investigate booking direct is the potential saving.

Large accommodation platforms generally charge fees for connecting travellers with properties. Sometimes these appear as an additional guest service fee. In other cases, the property owner or accommodation agency pays a commission, which may be reflected in the advertised price. These costs are part of the reason why the same apartment or chalet can sometimes have different prices depending on where you book it.

If you book directly with the property owner or local accommodation agency, some or all of those platform-related costs may be avoided. That creates an opportunity for the provider to offer a more competitive price. Savings of 10 - 20% can be possible, and occasionally more, although they are by no means guaranteed. Some accommodation providers maintain identical rates across all their sales channels, whilst platforms may offer their own discounts or special promotions.

How much difference could it make?

Imagine you’ve found a lovely apartment for a week’s skiing. Depending on the rates and charges involved, the comparison might look something like this:

Please note: Illustrative examples based on a platform price 15% above the direct price, not quotations or guaranteed savings.

Of course, not every property will offer a discount. The important thing is to compare the total cost of the same accommodation for the same dates, including cleaning, linen, local taxes, deposits, payment charges and any optional extras.

A cheaper advertised nightly rate doesn’t necessarily mean a cheaper holiday.

The local agency may be doing the work anyway

One of the less obvious aspects of online accommodation booking is that the website taking your reservation isn’t necessarily the business providing your accommodation.
The international platform is primarily providing the marketplace, reservation technology, payment arrangements and associated customer services. Those services certainly have value, but when you book directly with a reputable local agency, you may be dealing with the very same people who will be looking after you throughout your holiday.

Many holiday apartments and chalets in the Alps are professionally managed by local rental agencies who may be responsible for virtually everything that happens on the ground - cleaning, preparation of the property, organising arrivals and departures, managing maintenance, answering questions and help when something goes wrong. These businesses advertise their properties through several channels, including their own websites and major international booking platforms.

The pros of booking through a local agency

Booking accommodation isn’t simply a question of how many bedrooms a property has or whether the photographs look attractive. This is particularly true for mountain holidays, where small details can make an enormous difference to your experience.
An apartment described as being close to the ski lifts might be a two-minute walk across a flat road, or a ten-minute uphill walk carrying skis and shepherding tired children. Similarly, a chalet advertised as central might be close to the shops and restaurants but some distance from the main ski area.

Get better answers before you book

Booking platforms are excellent at presenting standardised information, but they cannot always answer the questions that really matter to you.
A local accommodation specialist may be able to tell you:

• exactly how far the property is from the ski lifts, and whether the walk is uphill or downhill
• whether you really need a car, and how convenient the ski bus is
• which bedrooms are suitable for children and how the sleeping arrangements work
• whether a property is quiet at night or close to lively bars
• whether the parking will accommodate your particular vehicle
• how practical the accommodation is for grandparents, toddlers or anyone with limited mobility
• whether there’s enough space for your ski equipment, pushchairs or luggage
• which of their other properties might suit your group better

And because you’re speaking directly to people familiar with the resort and the property, you can often have a proper conversation rather than relying on a list of amenities or a standardised messaging system

The cheapest accommodation isn’t necessarily the best value if it turns out to be in the wrong location for your holiday.

You may find properties that aren’t listed on the big platforms

It’s easy to assume that Airbnb and Booking.com show virtually every available holiday property. They don’t. Some owners and local rental agencies choose not to advertise all their accommodation on major booking websites. Others may promote only a selection of properties or make certain dates available through different channels.
There can be good reasons for this, including commission costs, the desire to maintain direct relationships with returning guests or the way an agency manages its availability.
Consequently, visiting a local agency’s own website may reveal accommodation that didn’t appear in your original search.

You may also discover a much broader selection of properties within a particular resort, rather than having to search individually across several international websites. And even when the accommodation is listed everywhere, a local agency may be able to suggest a comparable property you hadn’t considered.

More flexibility and a more personal service

Another possible advantage of booking directly is that you can discuss your particular requirements before committing. Perhaps you’re hoping to arrive a day earlier, extend your stay, book two apartments in the same building or accommodate an extra guest.
Maybe you’d like to arrange an early check-in, find somewhere to store luggage or ask whether you can bring your dog. 

Some requests simply aren’t possible, particularly during busy ski weeks. But talking directly to the accommodation provider can make it easier to explore what might be available.

Local agencies may also have more flexibility to discuss alternative dates, suggest different properties or put together an arrangement better suited to your group. For returning guests, booking direct can be particularly useful. You may already know the agency, understand how it operates and have a relationship with the people looking after the accommodation. Some providers offer returning-customer rates, early booking opportunities or other benefits that aren’t available through third-party websites.

Local knowledge is particularly valuable in ski resorts

If you’re booking a city hotel for a weekend, choosing somewhere close to the centre may be relatively straightforward. Booking a ski holiday in the Alps can be rather different. Large resorts such as Chamonix, Méribel, Morzine and Courchevel encompass numerous villages, neighbourhoods and accommodation areas, each with its own character and practical advantages. Two properties that appear close together on a map might offer very different experiences.

For example, accommodation in central Chamonix won’t necessarily be within walking distance of the skiing you want to do. In Méribel, the different villages and altitudes can significantly affect access to the slopes. In Morzine, your choice of location may influence whether you’re better placed for the Pleney or the lifts towards Avoriaz. A good local agency understands these distinctions and can help you choose accommodation based on how you actually intend to spend your holiday, rather than simply the number of people in your group and your preferred budget.
This can be especially valuable for first-time visitors, families with young children, non-skiers and groups with different abilities.

Easier communication if something goes wrong

Booking direct can also simplify the process of getting help during your stay - if the heating stops working, you can’t find the keys or there’s a problem with the apartment, you’ll generally need assistance from someone who can actually resolve the issue locally. When you book through a platform, you may have the option of contacting both the accommodation provider and the platform’s customer service team.
When you book directly with a local agency, you may already have a named contact or a local office to call, reducing the number of people involved and help get practical problems resolved more quickly. However, this advantage depends heavily on the quality of the agency. 

A well-established business with local staff and clear emergency procedures is very different from an individual owner who is difficult to contact. It’s always worth checking what support will be available during your stay, particularly outside normal office hours.

Why booking through Airbnb or Booking.com can still make sense

With all these potential advantages to booking direct, why would anyone choose a major accommodation platform? The answer is that the big booking websites provide genuinely useful services, and for some travellers these can outweigh any potential saving.

Familiar brands and reassurance

Airbnb, Booking.com and other major platforms are recognised around the world. They offer established booking systems, secure online payment processes, customer reviews and dedicated customer service operations. For travellers unfamiliar with a destination or accommodation provider, that familiarity can be reassuring.

You might feel more comfortable booking through a globally recognised business than transferring a substantial deposit to an agency you’ve never heard of. The platforms can also provide an additional route for escalating problems, although the protections available vary according to the booking and the platform’s terms.

Help with cancellations, refunds and disputes

One of the more significant benefits of booking through a platform is having another organisation involved if something goes seriously wrong. Airbnb, for example, offers AirCover for guests, which can provide rebooking assistance or a full or partial refund for qualifying problems, such as a host cancellation or accommodation that is significantly different from its description. Booking platforms may also help travellers communicate with accommodation providers and deal with eligible refund or reservation problems. That’s a genuine advantage, particularly if you’re worried about a booking being cancelled at the last minute or a property not being as advertised. 

However, booking through a major platform doesn’t automatically mean you can cancel whenever you want and receive a full refund. Cancellation conditions often depend on the particular rate, property and policy you’ve chosen.

Flexible cancellation options

Some accommodation available through major platforms comes with generous cancellation conditions, including the ability to cancel without charge until relatively close to arrival. That can be particularly attractive if you’re booking well in advance or your plans might change. However, flexible cancellation isn’t exclusive to the platforms. Many hotels and local agencies also offer refundable rates, and some may be willing to discuss changes directly. The best approach is to compare the cancellation terms alongside the price.

A slightly more expensive booking that allows you to cancel without charge may be better value than a cheaper non-refundable reservation.

Reviews from previous guests

Large booking platforms make it easy to read feedback from people who have stayed in a property. This can help you assess cleanliness, accuracy of descriptions, communication and overall guest satisfaction.
For unfamiliar accommodation, reviews can be enormously useful. Direct booking websites may also publish reviews, but they don’t always have the same volume or standardised verification processes. It’s worth using reviews to research a property even if you ultimately decide to book elsewhere.

Convenience and loyalty benefits

If you’re booking several hotels or destinations, having your reservations organised through one familiar platform can be convenient. Some websites also offer loyalty discounts, rewards or member-only rates, which can make their prices competitive with, or even cheaper than, booking directly. And if you want to compare accommodation across multiple destinations, global booking websites are excellent research tools. There is no reason to ignore them simply because you’re considering booking direct. 

Is booking direct as safe as using a platform?

Booking direct with a legitimate, established accommodation provider can be a perfectly sensible and secure way to organise your holiday. Hotels, chalet operators and rental agencies have been taking reservations directly for decades, long before the arrival of today’s booking platforms. 

The important thing is to establish that you’re dealing with a genuine business and understand the terms of your booking:

• look for a professional website, clear company and contact details, a real business address, transparent booking conditions and a secure method of payment
• for French holiday rentals, a written rental agreement should set out essential details such as the accommodation, dates, price and payment conditions
• be more cautious if you’re dealing with an unfamiliar individual, particularly if you’re being pressured to make an urgent bank transfer or communicate through an unusual payment channel

Booking direct with an established agency is not the same thing as sending money to an unknown person who has approached you online. And if someone you’ve contacted through Airbnb asks you to pay outside the platform for an existing booking, be especially careful. Payments made outside its permitted systems may breach its policies and will not benefit from the same platform protections. A legitimate direct booking should be made independently through the accommodation provider’s own genuine website or established booking process.

Which option offers the best price?

When you’re comparing the same accommodation on different websites, make sure you’re comparing like with like. Check the full price, not just the nightly rate, because a rate that looks cheaper at first may include fewer services or have less favourable booking conditions.

Before making your decision, check:

• the final accommodation price, including all compulsory booking and service charges
• cleaning and linen: whether these are included or charged separately
• tourist tax: whether it’s included in the quote or payable on arrival
• the damage deposit: how much is required, how it’s held and when it’s returned
• cancellation conditions: particularly the deadlines and any non-refundable amounts
• payment terms: including when the balance is due and whether instalments are possible
• the exact accommodation: ensuring you’re comparing the same apartment or chalet, dates, occupancy and included services
• guest support: who you should contact if something goes wrong

Once you’ve checked these details, you’ll be in a much better position to decide which booking channel actually offers the best value.

How to find the best deal on your ski holiday

Our advice is simple: use the big platforms to discover what’s available, then investigate your local options before you book. Start by browsing the major accommodation websites to get a feel for prices, locations and the kinds of properties available. If you find somewhere appealing, see whether the hotel, owner or managing agency also offers direct reservations. Then explore the accommodation offered by other established local agencies. You may find similar properties, alternative locations or options that aren’t advertised on the global platforms.

• ask questions if you’re unsure
• compare the complete booking price and conditions, not just the headline rate
• take a few moments to check who will actually be looking after your accommodation when you arrive
• if the direct booking offers better value, equally suitable conditions and a trustworthy local provider, it may be the sensible choice
• if a major platform offers a better price, more suitable cancellation conditions or extra reassurance that matters to you, there’s nothing wrong with booking through it instead.

Don’t overlook the rest of your holiday

Accommodation is only one part of organising a ski holiday.

Depending on your destination, you may also need airport transfers, ski hire, lift passes, ski lessons, childcare, equipment delivery or other services. Here again, booking directly with established local businesses can be worth investigating.

Local providers may be able to answer more detailed questions, recommend the most suitable service and explain precisely what’s included. 

For example

• booking ski lessons directly with a school can make it easier to discuss ability levels, children’s ages or the most suitable meeting point
• local airport transfer companies can help you understand journey times, luggage requirements and arrangements for delayed flights
• a ski hire specialist can advise on suitable equipment, collection arrangements or delivery to your accommodation

This doesn’t mean the direct rate will always be cheaper. But as with accommodation, comparing local options can give you a better understanding of what you’re buying.

Find locally, compare carefully, book intelligently

Our aim is to help you make informed decisions about your mountain holiday. Alongside our independent resort guides, you’ll find accommodation options, local rental agencies and businesses providing the services you may need during your stay.
We believe it’s worth looking beyond the first results on the biggest booking websites.
Not because booking direct is always better, but because understanding your options can help you save money, find more suitable accommodation and benefit from the experience of people who know the destination.

Use the big platforms for inspiration and comparison. Explore what’s available locally. Ask the questions that matter to you. Then book in whichever way gives you the best combination of price, service, flexibility and peace of mind.