CEO and Project Manager
January 26, 2016
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0.0.1 Knowing the stir caused by latest news about rate parity, and the confusion it may generate, from Asiri we try to exchange doubts for small steps that make your day-to-day easier.
1 1. Make new promotions and maximize the added value to direct customers
2 2. Motivate dull offers to habitual customers
3 3. Establish new rate strategies and better manage the online channels
Knowing the stir caused by latest news about rate parity, and the confusion it may generate, from Asiri we try to exchange doubts for small steps that make your day-to-day easier.
As we have known recently, the decision greece email list of the German competition authority (Bundeskartellamt) last December 23rd , forbidding in Germany the parity clauses applied by several intermediaries in Europe , opens a new, full of possibilities scenario that as always, will be more profitable for those who better take it.
The elimination of rate parity restrictions in hotels will give them more control over the management of their channels and their rates . Something asked while ago, and that can finally be accomplished in no time at all.
Hoteliers will have the opportunity of offering their intermediaries higher rates as compensation for the commissions' difference, and of having the best rates in their own channels.
The danger is, however, that OTAs will keep being strong and necessary allies , and hotels still have to stretch them as part of a balanced distribution strategy.
Therefore, options for hoteliers have expanded. Let's see how you can face this new setting.
Next there are 3 advises and some hints we hope help you:
1. Make new promotions and maximize the added value to direct customers
– Instead of letting the rates to fall, hotels can opt for offering the same OTAs rates, but adding an extra value as premium WiFi, check-in/out priority, or any other advantage attractive to customers who book through direct channels.
