While I didn't downvote you, I'm one of those "idiots" who tends to book directly on hotel web sites because I'm a member of several free-to-join hotel loyalty programs. The aggregators generally do not beat prices available for members (which, again, I can be for free). It's not uncommon for me to find specials, room types, or even availability, period, available on the direct sites that the aggregators don't have. And I have never once been told "sorry, we can't find your reservation" if I book on the direct website, whereas I absolutely have run into that issue -- albeit generally with independent hotels and B&Bs -- when booking through aggregators.

But, sure, I'm obviously an idiot! I'm just over here drooling stupidly while I get better and/or cheaper hotel rooms.

Thanks for your response. I apologise, the term "idiots" was definitely over-the-top - while there are people who are paying more than they should, I didn't know about the loyalty programs (which makes me the idiot). Maybe it's a US-centric thing. In any case I understand that your experience with booking direct has been better than using third party.

The annoying thing is that should so obviously be the case! Booking direct should always be cheaper and better, right? But I've found that even if booking.com is cheaper the hotel refuses to match the price when booking directly. And they never told me about any loyalty scheme :/

I didn't downvote you, but I did notice that you are making repeated assertions about price disparity between direct and third party; multiple people are posting actual links and experiments showing you wrong; to which you more vehemently ("idiots") repeat the assertions (without evidence).

I apologised in another comment and admit it is not universally true, as many people have pointed out. However I have repeatedly tried to get hotels to price match; they don't, and they never mentioned a loyalty scheme. That is my personal experience. Of course it may differ based on the type of hotel (I don't use very expensive chain hotels), the country, etc.