Swiss Ski Hotels Undercut by Online Booking Platforms

1st June 2026

The industry body, Hotelleriesuisse, that says room are being offered at lower prices and often without hotel consent.

In 2025 around half of the 171 hotels surveyed said they had been affected – up from 40% the year before.

In 83% of cases, hotels had not approved the lower prices.

“Price cuts can force hotels to lower their own direct rates to stay competitive, creating a downward spiral,” said Hotelleriesuisse director, Christian Hürlimann.

Hotels also risk gradually losing control over their pricing and distribution.

While direct bookings still account for the largest share (59%), so-called online travel agencies (OTAs) remain influential.

For many businesses, these platforms are still their main digital distribution partners.

The market is also highly concentrated.

Booking.com alone accounts for more than 70% of online bookings, with Expedia at around 15%.

Zermatt, Switzerland. Image c/o PlanetSKI.