Booking hotels directly could save tourists £20m a year: Three-quarters of travellers use comparison sites without realising they don't always offer the best deal

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A staggering three quarters of Britons choose to book hotel stays through price comparison sites because they believe they guarantee the best rates - but they may be paying over the odds.

Only one in ten travellers always book direct, according to a recent survey, which means the vast majority could be stretching their purse strings more than they need to.

In fact, they could save £20million a year if they booked direct, the study claims.  

Research suggests Britons have an over reliance on booking hotel stays through price comparison sites - meaning they could be paying over the odds

Almost 90 per cent of Britons believe that price comparison sites show all available rates, which is not always the case, yet a further three quarters admit they wouldn't use online comparison sites if they knew they might overpay. 

IHG Rewards Club, the loyalty programme of InterContinental Hotels Group, which carried out the research, has estimated that British travellers could save up to ten per cent when they book their stays directly through a hotel company. 

Nearly half of holidaymakers would never knowingly want to overpay for anything.

The findings come at a time when regulatory changes are taking place, which means that hotel groups are starting to have more flexibility when it comes to guaranteeing their guests the lowest prices. 

For the 35 per cent of Britons who claim they no longer know who to trust when it comes to getting the lowest rate, this will mean the process is more transparent.

Only one in ten savvy travellers always book direct according to a recent survey

Consumer champion Sarah Willingham said: 'So many of us assume that booking with a price comparison website will mean we get the cheapest price and that we will save money but the reality is that you should always try booking direct as there are often big savings to be had. 

'Recent changes to regulations and practises are great for the consumer and mean that more hotels companies are now able to guarantee their guests the lowest prices available direct.

'Booking direct also has the added benefits of loyalty recognition, such as upgrades and points towards free nights, as well as the added extras like free Wi-Fi and breakfast included.'

Travellers could save more than £20million a year on hotel stays across Europe, simply by changing the way they book, IHG believes.

The survey also uncovered some interesting findings about the booking habits of travellers across the UK based on where they live. 

Under ten per cent of Londoners book direct, meaning those in the capital are most likely to miss out on bagging the best rates, coming in just above those in Wales (seven per cent). 

The savviest shoppers are in the south west, with nearly two in ten claiming to always book directly through a hotel company.

It's an easy switch, but travel-hungry Britons are still booking through comparison sites, with only half claiming to know how they work. 

The research was conducted to mark the launch of IHG's Lowest Price Promise – a guarantee that guests will get the lowest rates when they book directly with IHG.

Matt Luscombe, chief commercial officer, Europe, for IHG added: 'Our research shows there are still misconceptions around how some booking sites work. 

'Our guests like choice, but they also want to know that they're not paying over the odds for their room. We want to make it simple for our guests: whether you're staying in a Holiday Inn, Holiday Inn Express or Crowne Plaza, our Lowest Price Promise is a guarantee that, if you book directly with us, you will get a lower rate than on any other website.'

This cash hotel room on London's South Bank was made by IHG Rewards Club to illustrate how travellers could save millions by booking directly