While many hoteliers are concerned about what has yet to come, Paresh Gajiwala, owner of the Americas Best Value Inn in Hayward, California, and other properties, said he doesn’t believe hotels in high-demand markets need to worry as much. OTAs haven’t made much of a difference for his properties, he said, because he’s located on the West Coast in areas like San Francisco and Silicon Valley. He believes rate parity means guests see the same price when comparing OTA sites even in markets without that high of demand. “The customer coming in will see the same price,” he said. “There’s no real benefit over Orbitz or Expedia. The customer is starting to get aware of what’s happening in the industry. A lot of customers may not know who owns them, but they know the rates are the same across the board.” As a result, he said, guests go to book directly through the hotels, and Expedia knows that. Hotels are becoming competitive through guarantees and becoming more flexible. Many customers now research the lowest prices on OTA websites, he said, but they then take that price and book directly with the hotels. Get the full story at Hotel News Now