Jan 07 2021
Parity issues? Quick guide to crosscheck fast
Hotel parity is achieved when same rates are maintained across all selling channels.
Firstly, let’s remember why this is important.
- OTA rankings
- Profit margins
- Brand image
- Direct bookings
However, if somehow you decide that a certain OTA or hotelier’s brand.com website is bringing you more bookings than another one or you wish to drive them to a particular one, it is actually a good practice to have a small disparity.
Now, have you detected a disparity?
The following should be checked out:
- Channel manager & OTA connection issues. Are your rooms mapped properly? Log in on your channel manager and check your connections. Then quickly check on your OTAs extranet on random date. Is the rate correct, as mapped? If necessary call your support team.
- Incorrect promotion/offers. Check if a certain offer displayed on a channel is forgotten on or off. Always remember to run, the exact offer, on same time and on all channels.
- OTA created discounts which they take from their commission. Yes, it is often as OTAs always want to improve their market share. So, you need to contact your market manager to solve this for you.
- B2B partners selling your room rates to OTAs. Yes, it is often as well. Some OTAs will display B2B rates alongside your prices. This is not the right thing to do, however if you agreed to sell to another partner at a much lower rate, you should have been more careful while contracting by adding terms. Again, you will need to contact your market manager, hopefully will help.