Core Viewpoint - The article highlights Huazhu's initiative to enhance consumer trust in hotel bookings by introducing a dual price guarantee mechanism called "Price Guarantee" to address issues of price discrepancies and "big data killing familiarity" in the hotel booking market during the peak summer travel season [1][14]. Group 1: Company Initiatives - Huazhu has upgraded its "Price Guarantee" feature within its direct booking platform and membership club, Huazhu Club, allowing for automatic compensation for price differences and refunds for price drops [4][10]. - The membership base of Huazhu Club has exceeded 280 million, indicating a significant consumer engagement and potential for loyalty [10]. - The "Price Guarantee" feature aims to provide consumers with a transparent pricing system, thereby rebuilding trust in direct booking channels [12][14]. Group 2: Consumer Pain Points - Consumers face challenges such as price discrepancies across different platforms, concerns about being overcharged due to "big data," and the inability to recover price differences after booking [3][12]. - A consumer example illustrates the confusion caused by varying prices for the same hotel on different platforms, leading to a preference for booking through Huazhu Club due to its price assurance [3][6]. Group 3: Competitive Advantage - Huazhu's "Price Guarantee" not only offers price protection but also enhances the overall value proposition for members, including the ability to earn double the value of the price difference in points [7][9]. - The competitive pricing of Huazhu Club is noted to be more attractive compared to third-party platforms, providing a higher overall booking value for frequent travelers [7][9]. Group 4: Industry Impact - The introduction of the "Price Guarantee" is expected to accelerate the construction of direct sales channels in the hotel industry, reducing reliance on third-party platforms and promoting a healthier pricing order [10][12]. - The mechanism is anticipated to create a "forcing" effect that encourages all channels, including third-party platforms, to display prices more transparently and reduce price manipulation [12][14].