The Newark Star-Ledger reports that online booking of hotels doesn’t seem to be saving consumers money.

No doubt the median consumer isn’t as web savvy as some, and while there are savings to be had the article suggests that the savings are by no means automatic. It’s certainly possible to get four star hotels on the cheap online.

The lower end properties show virtually no savings from online bookings. Of course, there’s alot less room to save on a Best Western than on a Ritz Carlton property.

And it’s possible that the existence of online pricing prevents gouging at the direct reservation level as well.

Nevertheless, it’s an interesting conclusion that deserves greater study.