Six of the world’s biggest hotels groups – Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Marriott International and Wyndham Hotel Group – have partnered in Roomkey.com, a new accommodation meta-search site that urges visitors to “Search, Book, Relax”.
The site is designed to be the antithesis of the typical OTA. No bells, whistles or primary colours. Clean design, a big search box and pastel tones. Roomkey.com only searches partner properties and sends booking queries direct to the hotel sites.
Will it work? No budget has been announced and for something like to work it needs a lot of money and a strong, consistent marketing message. Right now it’s simply a toe in the water by a few big US groups whose resolve has yet to be truly tested.