Rate parity: should it stay or should it go?
It is a question that is very much on the travel industry’s lips and while few will dispute that rate parity as it stands today is flawed, improving the way it can best serve various stakeholders is not straightforward. Ritesh Gupta takes an in depth look.
Rate parity remains a controversial and complicated topic. Discussions regarding rate parity - which calls for base unqualified rates to be set equally across a broad set of distribution outlets with different cost structures - typically hinges on one of three points:
1. Is it good for the hotel property?
2. Is it good for the consumer?