With the expansion of technology and the increase in the number of distribution channels, it has become a challenging task for hoteliers to maintain harmony in their pricing distribution.
Often distribution channels lower the rate of a particular hotel room rate to attract more customers and later reveal hidden charges to compensate for the entire booking.
However, this creates a negative impression among customers regarding a hotel brand.
Thus, it is important for hotel business owners to ensure that they are communicating the same rate structure for a particular type of hotel room across different channels.
Thus, they hop on to multiple strategies to offer rate parity to their customers.
In this article, we have explained everything about rate parity, how it is important, how hotels can monitor rate parity, and much more.
What Is Hotel Rate Parity?
This means that a hotel’s room rates should be the same regardless of whether they are booked directly with the hotel or through an OTA.
Often hotels find a moment of rate disparity among different distribution channels.
Rate disparity refers to a situation in which room rates vary across different distribution channels.
This can occur when hotels offer different room rates to different OTAs or when they offer discounts or promotions that are not available through all distribution channels.
Rate disparity can be a concern for hotels, as it can lead to confusion among consumers and can also make it difficult for hotels to maintain rate parity.
How Is Rate Parity Important for Customers & Hotel Business?
Rate Parity is Important for customers because it ensures that they are not charged more for a hotel room when booking through a third-party website than they would be if they booked directly through the hotel’s website.
It helps in preventing price discrimination and benefits the customers by providing them with the best deals for their stay.
Also, Rate Parity is Important for Hotel Businesses as it helps them to prevent the erosion of profit margins by third-party websites that may charge higher commissions or fees.
Also, it ensures that the perceived value of the hotel’s brand remains intact and hotels continue to maintain their control over their pricing and distribution.
How Can Hotels Monitor Hotel Rate Parity?
Monitoring Hotel Rate parity regularly is an important task for hoteliers that requires their key attention to ensure that they are promoting uniform pricing for their hotels and services.
Hotels can monitor rate parity by using a variety of methods such as –
1) Hotel Rate Parity Checker
Hotels can monitor rate parity by using a hotel rate parity checker that compares the prices for a hotel’s room on different third-party websites with the prices offered on the hotel’s website. The tool is highly efficient in quickly identifying any discrepancies so that hoteliers can take corrective actions against them.
2) Use a Hotel Rate Shopping Tool
Hoteliers can also benefit from monitoring rate parity by using an effective hotel rate shopping tool that helps them to access the real-time pricing of different hotels at a single click.
One such effective Hotel Rate Shopping tool is Makcorps Hotel Price API which can help you check hotel prices from different platforms in real time.
Regularly monitoring hotel pricing data on different OTAs of your competitor’s hotel will help you to recognize the price fall below a certain threshold. It will help you to change your pricing quickly to stay competitive in the industry.
3) Manual Checks
Hotel staff can periodically check the prices for their rooms on different third-party websites and compare them to the prices offered on the hotel’s own website.
Although this could be an effective strategy to maintain rate parity, it requires much effort and time in comparison to other simplified solutions.
In spite of this, using such advanced technology as Makcorps Hotel API, hotels can check hotel prices faster, effortlessly, and more effectively. Consequently, hotels will not only be able to create efficacious hotel pricing strategies but also prevent any unauthorized discounts on room rates.
How Hotels Can Boost Their Bookings by Maintaining Rate Parity?
Maintaining Rate Parity can help hotels boost their bookings by providing customers with a consistent and transparent pricing experience which can ultimately result in an increase in trust and loyalty in the hotel brand.
Here’s how hotels can boost their bookings by maintaining rate parity –
Offer Competitive Pricing
By maintaining rate parity, hotels can ensure that they are offering competitive prices that are comparable to those found on other websites. This results in attracting more customers and significantly increasing bookings through a great deal.
Building Brand Trust
Maintaining Rate Parity builds a sense of brand trust among customers through a transparent pricing system across multiple channels. It indicates that your brand is fair and legitimate in terms of its services and price offerings which gradually helps you to attract more bookings.
Encouraging Direct Bookings
By maintaining Rate parity, hotels can ensure that customers can find the best deals for their stay by booking directly through the hotel’s website. This helps in increasing the number of direct bookings and reduces the hotel’s reliance on other third-party websites.
Building Customer Loyalty
Hotels can boost their occupancy rate & bookings by maintaining rate parity and building customer loyalty. With a transparent and reliable pricing structure, hotels can enhance their customer loyalty by earning the trust of their guests. Customers tend to return more to hotels they trust and where they believe they are getting a fair price.
Hotels can increase their revenue by keeping uniformity in their pricing across different distribution channels. This prevents a cut down on profit margins by third-party websites and gives a boost in increased bookings, higher revenue generation, and improved profitability.
Overall, while maintaining rate parity is important for hotels, the future of rate parity in the hotel industry will be shaped by several factors like advances in technology, changes in customer behavior, and evolving regulations.
Nowadays, technology plays an important role to decide hotel prices. Therefore, Hoteliers need to keep up with emerging technological updates to form a relevant strategy according to the need of the hour at that time.
However, rate parity is a concept that believes in maintaining a transparent and fair structure among customers and hotel owners.
This type of concept is only going to promote your brand reputation much higher and more trustable among customers.
So, give your hotel bookings a boost by maintaining a consistent rate parity structure.