Hotel companies have gained control of online sales despite fears years ago that independent Web sites would take the majority of business. Hoteliers say they are not dependent on travel agencies for sales but find such outlets helpful to unload last-minute bookings that otherwise would have gone unsold.

Recently the industry's fortunes have improved, hotel companies has now wrested back control of inventory and room pricing and focused on building their own Web sites.

Consumer perceptions of supplier direct sites operated by hotels, airlines and car rental companies have improved, especially among customers who prefer to avoid the booking fees charged by third-party travel agencies.

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