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The Internet has set the lodging industry on its ear, leaving consumers less loyal to "brands," such as Holiday Inn, and more likely to pick a hotel by price, the way they'd buy a quart of milk. Before booking a room, about 4 of 10 travelers visit Web sites such as Expedia, Travelocity, and Hotels.com, which promise low rates at a wide range of hotels.
To fight back, many big hotel chains guarantee they'll beat any online rate And they offer frequent guests perks such as double air miles, even free rooms.
There's another reason that consumers have the upper hand: The supply of rooms outstrips demand. Hotels didn't stop building despite the sour economy ...