Here is a crazy idea why doesn't the Hotel pass that 15-20% saving on to the customer in the form of lower room price on their own website. This would not only take back market share but ensures they can out price hotels still paying the fees to the OTA 'monopolies'. Every time I check the hotels website and compare the rate with the OTA website it is still cheaper on the latter even *with the surcharge fee* included. 

This travel sector including; airfare, lodging, and rental cars is extremely price sensitive and consumers flock to the lowest price like moths to flame. Until hotels ensure that they offer a lower price than a 3rd party re-seller they will continue to lose share.