Opinion: A customer tried to cancel their hotel reservation online. What happened next is something no company should ever do

Technology is great in that it can make companies more efficient while providing a better experience for users. The problem is, sometimes companies use technology to force customers into an outcome that seems like it's better for business. — Image by Freepik

The basic idea behind Hotels.com is that it’s a simple place to book hotel reservations, often at a discount. You give up perks like earning loyalty points or status with your favorite hotel chain, in exchange for the convenience and price. I guess, technically, Hotels.com has a rewards program that it shares with its parent company, Expedia, but it's pretty bad.

Perhaps the thought is that people who are using Hotels.com to search primarily for the lowest rate will be willing to give up on things like earning rewards. Unfortunately, it also seems like the company thinks people are willing to also give up other things – like a great experience.