How does Hick’s Law apply to hotel distribution and marketing?

Hick's Law is a simple idea that says that the more choices you present your users with, the longer it will take them to reach a decision.

Although I have always struggled with it, I have never stopped advocating for simplicity and fewer options when presenting options for our hotel guests to book.

You can also interpret the time scale differently. The longer it takes for your website, booking engine, or app to load, the lower their conversion rates.

One more way for hoteliers to look at this law is in the context of wait times in front offices, restaurants, and for guest service requests, as well as the number of options on your menus. 

Simplify!

What is your experience with rate type options and wait times?