So you can see that the common practice now is to use Expedia, etc. to search for hotels, book and so on. They take a large chunk of the hotels booking.
It's like travel agencies back in the day. They took huge cuts, were inefficient and got greedy. Tech replaced them. Now these guys have gotten greedy. New platforms can make it more efficient, more transparent and cut out these costs so customers and hotels save/have incentive to use it.