> in the future I'll always book directly with the location through their website
I've tried this with a hotel in Italy, and found out that the price was actually higher. I couldn't believe it. I actually asked the reception whether they were really sure. Yes, this is our price, they said.
Beyond the TOS nobody reads (not even sellers), this sort of difference might be due to a number of factors. It could well be that they provide rooms discounted to Booking.com because they want to fill a certain amount no matter what, and then do price-anchoring for other rooms on their website. This is more or less like them giving rooms massively discounted to package sellers (Thomas Cook etc).
I'm very much ashamed of this, but when the receptionist couldn't match the Booking.com price I made a reservation through Booking.com while I was in the lobby. Two minutes later the booking came through in their system and I got the keys to the room.
I don't see it as something to be ashamed of as a customer. Some manager made a nutty pricing descision and now they have to live with stupid behaviour.
You can often get them to drop the cost if you say "if you're not going to match them I'll just book it on booking.com" because they'll get less income. That rather depends on the person you're talking to caring about the hotel's income though, so the larger they are the less likely it is.
It's common with many online businesses. On large online aggregators (booking.com, amazon, steam etc.), they have to post a low price to be competetive in a sea of other available option. Whereas, on their own website, they can charge whatever they want, and hope to get a price-insensitive sucker who didn't check on amazon first.
I've tried this with a hotel in Italy, and found out that the price was actually higher. I couldn't believe it. I actually asked the reception whether they were really sure. Yes, this is our price, they said.