This adage is repeated often throughout Rick Steves' forum and also by RS himself every now and then. The logic is simple: without a middleman taking a cut, hotels can give better fares, earn more, and both hotels and guests are happier. Conversely, using websites like Booking is just putting someone who will take a 12-20% cut of the hotel's income in the transaction.
Personally, I really like Booking interface and the way it organizes key information (photos of rooms, detailed fare conditions, reviews by guests that actually stayed there etc). I also understand hoteliers would rather not pay Booking (or its competitors) a hefty commission for delivering reservations.
So this winter, as I planned several (mostly business) trips for Fall 2019, I decided to go to the websites of the hotels I was about to confirm on Booking, and see what was about.
At least in my case (4* hotels in central-ish locations of large and medium-size Western European cities, from local to regional chains, none from Accor or IHG brands), the results I had found on my own research couple years ago still remain: it is just not the case that hotels' websites offer better conditions than Booking [or maybe other competitors].
Even limiting myself to issues surrounding prices/conditions, I found just one instance of a hotel offering a substantially better deal on its own website (although with more stringent cancellation conditions).
In other cases (total of 9 short trips booked), the lowest prices on hotels' own websites were not significantly lower than on Booking, and in one case much higher. Three hotels offered only non-free-cancellable fares on their own platforms. However, the deal-breaker was the fact that cancellation/refund policies were also in most cases more stringent or less clear on their own websites. On Booking, if there is a cancellable fare, doing so is easy, takes 10sec if so. Hotels own websites would require that you call, e-mail or create a one-off account profile on their website to be able to book such fares. I don't need "up to 18:00 of arrival day" free cancellation, but I do need in most cases fares I can cancel for free up to a couple days before scheduled travel.
So while I'd be more than willing (as I was some time ago) to do the extra effort to book directly so hotels don't pay commissions, I cannot go that route if hotels don't offer at least similar conditions to Booking. Of course, making all reservations on Booking is also much more convenient to manage calendar etc.
Anyhow, has anyone here tried a similar comparison with other major reservation sites like Hotels or Expedia?