Hotels sign up to the big brands, and take on the expense of belonging to them, because they benefit from the brands marketing clout .... and because they can get significantly higher revenue from their rooms.

What you get is consistency of product, brand-related rewards and the reassurance big brands offer you.

If you are willing to undertake some research and run the risk of selecting a lemon, opting for non-brand properties though the Agodas etc can be a satisfying experience. But be aware they are selling accommodation they have very little control over, hotels they have most likely never inspected. Every now and again you'll probably be let down: the hotels won't be as ready to allocate their nicer, newly renovated rooms to you. You might find yourself next to the elevators, or in a room with no view at all; the promoted airport shuttle might be a very expensive extra; breakfast is pastries and yogurt; towels and bed linen have seen better days. My cheap over-night in Seminyak came with internal window-free accommodation - something the booking site didn't make clear.

So, you can escape the humdrum consistency of the Holiday Inns etc, save money and have wonderful experiences in hotels booked through the consolidator websites. But be aware there are potential downsides.