[brendanmc6]

That's putting it lightly. It's an abomination of a website. Truly an assault on the senses. Just booked through them yesterday, to save a few bucks-- never again.

Now I understand why it's so bad-- "user interface optimization models"

I refuse to believe this brings real value. The more plausible reality is, they have fantastic SEO and a tightening stranglehold on marketshare, and some AI to squeeze a few more pennies out along the way. Whatever metrics they are seeing, it won't be worth it in the long run. This kind of UX and product won't last.

[joking]

Apart from the seo, they use a lot of money from the cut they get from the hotel to outbid the hotel on paid ads. They are more than anything a marketing agency.