OTA Insights survey on the current state of parity, which primarily consisted of hoteliers and hospitality technology suppliers working for either chain or independent properties globally, revealed that 51% of those working for a variety of three- to five-star properties, are uncertain of their rate parity strategy.

So what can be done in light of ongoing disparity and a lack of clarity on how best to fight it? The company offers a simple but effective six-point action plan to help combat parity.