Core Viewpoint - The article discusses the phenomenon of "big data price discrimination" in the hospitality industry, where loyal customers often face higher prices compared to new users, leading to a loss of trust between consumers and platforms [2][6][21]. Group 1: Consumer Experience - Many consumers report experiencing price discrepancies based on their user status, with higher prices for loyal members compared to new users [4][21]. - A survey indicated that nearly 80% of respondents encountered "differential pricing," with specific percentages noting price differences for the same hotel room based on the entry point or account used [6][21]. - Consumers have developed strategies to counteract this issue, such as using different devices or accounts to compare prices, but these methods have limited effectiveness against sophisticated algorithms [5][7]. Group 2: Industry Response - Huazhu Group has introduced a "Price Guarantee" policy through its Huazhu Club, which promises automatic refunds if prices drop after booking, aiming to restore consumer trust [10][14]. - The "Price Guarantee" includes two main components: automatic refunds for price drops and compensation in the form of double points if a lower price is found on partner platforms [12][20]. - Huazhu's approach is seen as a significant move towards transparency in pricing and a potential solution to the ongoing issue of "big data price discrimination" in the industry [18][19]. Group 3: Market Dynamics - The article highlights the competitive landscape where major hotel groups are shifting focus towards direct bookings to reduce reliance on third-party platforms and their associated costs [8][15]. - Huazhu Group, with over 1.1 million hotels and 2.8 million members, leverages its scale and member loyalty to challenge external platform pricing [14][15]. - The ongoing issue of "big data price discrimination" is attributed to platforms utilizing user data to create profiles that allow for price adjustments based on perceived willingness to pay [21].