As online booking increases, either via travel portals or directly on hotel Web sites, many higher-priced hotels are seeing an increase in customer loyalty, among both online and traditional bookers, according to a new report. Meanwhile, online bookers of lower-priced chains tend to be bargain hunters, and therefore less loyal to a particular hotel or brand. The report also notes that, among all online booking options, guests who book directly via the hotel or brand Web site are the most loyal.

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