“Agents actively book away from hotels not offering the best rate in the GDS,” said John Hach, senior industry analyst for TravelClick. “Travel agents will actually penalize hotels that arent participating in rate parity.” According to data from Travelclick, agents will stop booking a hotel for three or four months if they notice the hotel isn’t offering a competitive rate on the GDS. The lack of bookings then leads the hotel to drop rates on the GDS in order to reacquire share, possibly costing it more revenue than if it had maintained rate parity to begin with. This could have major ramifications, particularly in the business travel space. Get the full story at Skift