A new worldwide trading platform has emerged. It will facilitate “transparent ‘market based pricing’ to consumers, while offering global reservation/marketing service at no cost to hotels struggling with economic instability”.

Going live in January 2012 across internet, mobile and social networks, Global Hotel Exchange is being described as a consumer booking platform that will provide ‘market based pricing’, a “transparent way to book a room at a fair market price”.

Consumers searching for specific cities, points of interest, dates and star ratings can book from a list of matching hotels with each hotels’ rate next to a market-specific 52-week low/high rate range for that particular search. Its benchmark pricing answers the question “…what is today’s rate compared to the last year?” allowing for more transparency in hotel pricing while delivering consumer trust in a fair price.

Benefit

Hotel owners will receive worldwide marketing at no cost. There are no merchant discounts, commissions or distribution fees of any kind to hotels. Hotels will control their own rates and allocations via security extranet. Global Hotel Exchange charges a small service fee to consumers for each booking, which underwrites the marketing and technology necessary to sell rooms at no cost to hoteliers.

“For hotel owners struggling with declining occupancy, falling rates and the instability of worldwide economic conditions, Global Hotel Exchange introduces a hotel industry growth platform designed to give back control of pricing and margins immediately,” stated the company, which is wholly owned by Global Hotel Exchange LLC with corporate offices in London and the US.

The launch will be supported by mass media communications including TV, radio and direct Internet distribution through Google, Rate Tiger, Yahoo, Bing, Facebook, Twitter, EBay, Craigslist, US state and city convention/visitor sites and other initiatives.