Hotel price parity (or disparity) has become a hot topic in our space. Advertisers are getting better data than ever on the competitiveness of the itineraries in their portfolios, leading to the potential for better insights on campaign and business performance.

There are many arguments brewing between marketing, acquisition, and distribution teams as analysts struggle to understand the true picture of price parity. Misdiagnosing Price Parity happens as a result of not understanding price parity data, relying on a data source prone to measurement error, or ignoring the scope and scale of the problem.