you book a night's stay at a hotel through a major online travel agency, and you pay $100 plus "tax recovery charges" and service fees. The $100 rate includes a profit margin for the website, which is typically between 15 and 25 percent, according to Daniel Toja, CEO of Myhoteloutlet.com. For our example, we'll say that's the wholesale rate is $80, and the travel website adds on $20 to the price and charges you $100. The hotel then calculates a tax on the $80. That tax is passed on to you by the website. (By tax, I mean the whole grab bag of taxes and charges municipal and state governments slap on hotels, such as the "room tax" that some cities add.)
Interestingly, the travel website typically doesn't pay municipal or state taxes on its $20 mark-up on the $80 room or on its service fee.
What is the service fee? It's an effort to disguise the wholesale rate. Without it, anyone could look at the tax rate and the price paid and figure out what the wholesale rate is. But the service fee adds an element of mystery, confusing any competitor company trying to figure out how much a rival is discounting a room.
What does that mean for you?
Let's say four major travel websites are selling the same exact hotel for the same exact night for the same rate of $100.
When you attempt to actually buy the room from each site, you may be surprised to discover that each site charges a different final bill:
Expedia might charge $100 plus $20 in taxes and fees; Priceline might charge $25 in taxes and fees; Orbitz might charge $30 plus taxes and fees; and Travelocity might charge $35 in taxes and fees.
How can the final bills vary so much? After all, the tax rate is the same in every case (6%), and the retail rate is the same ($100) for each site.
The answer is simple: Changes in the service fee and the wholesale rate cause the final bills to vary among the sites. Hotels may have cut special deals with one website, offering deeper discounts. Or the website itself is running a sale to attract business.