For hotels with serious parity problems, it`s best to first address your most effective disparities. Look at each deviation from the amount you are underestimated and the number of times it has been seen by searchers to find out what disparities should be prioritized. In the Triptease platform, we inform you of your three main disparities as soon as you enter the Parity section of the tool to speed up this process. While we have illustrated the many ways in which hotels can encourage guests to make reservations via your websites via OTAs, this does not mean that hotels should consider OTAs as their enemy – quite the contrary. “Embrace your OTA market manager,” says Trevor Stuart-Hill, president of Revenue Matters, a marketing and consulting firm for the hospital industry. “You may be surprised at the space that will be given to you.” The rejection of the U.S. interest rate parity stock increases the market value of OTAs. Parity agreements prevent hotels from offering discounts to the public. However, this restriction does not apply to offers that hotels distribute to a limited audience. “If a hotel wants to offer a discount that it doesn`t put on an OTA, make sure it`s closed,” says Abby Heft, account manager at Blue Magnet Interactive, an online hotel marketing agency. This could include: OTAs will generally want to impose rate parity, but they will try to redirect more bookings for themselves by convincing the hotel to do things like offer certain prices for specific appointments or make discounted offers for members, etc. The same goes for hotels: don`t hurt the carefully maintained welcoming relationship, with deceptive sales tactics or other breaches of consumer confidence.
Hotels should be especially careful with membership prices, customization and dynamic prices. The parity of the sence was developed in response to the intervention of regulators in Europe. Such clauses generally allow hotels to offer lower prices to other OTAs, but not publicly online via their own websites. As a general rule, fare clauses also do not limit the hotel to offering lower direct rates when it is made through indirect or offline channels, such as email or telephone bookings, or for customers in their loyalty programs. Price parity is a legal agreement between hotels and online travel agencies (OTA) in which the hotel guarantees to use the same price and conditions for a particular type of room, regardless of the sales channel. The price of the room can change regularly – that is, the exact price is flexible – but it must always remain the same in all distribution channels, directly and indirectly. Hotel franchisees were the first to use online rate parity agreements to prevent third parties from charging lower prices than chains. When hoteliers began to have different prices by room type, OTAs began to introduce price parity in their negotiations with hotels. Depending on the occupation, communication can also offer a special price. Bruton says that while these actions are “not our main source of activity,” they are “strong enough to continue each month.” We have a number of resources that will help you get your head on parity, including an ebook, our annual hotel parity review and the study of wholesalers breaking the chain. And this month, we organized a webin on this topic with PhocusWire.
Watch a recording of the webinar. Apart from regularly registering your rate parity with a parity monitoring tool, you should also take some time to focus on your relationships with your OTA account managers and distributor.