HSMAI Revenue Rising Leaders Grapple with Brand Rate Parity Standards

Emily Bardin, Aimbridge Hospitality, HSMAI Revenue Optimization Rising Leader Council Member

The hospitality industry has long been grappling with the issue of rate parity standards. In 2020, hotels moved away from rate parity, but have been cracking down recently. Still, most hotels aren’t in parity 100% of the time. The HSMAI Rising Revenue Optimization Leaders Council got together to discuss the topic. Here are three key takeaways from our discussion.

  • Focus on the big picture – customer value. Playing whack-a-mole trying to find rate leakage isn’t the best use of your time.
  • Technology around rate parity has room for improvement.
  • Strategic flexibility in rate parity can make sense when targeting new customers through OTAs.

Categories: Revenue Management
Insight Type: Articles