As OTAs drop rate parity clauses, hotels have more leverage to use pricing as an enticement to book direct. Best Available Rates and Member Rates have strong appeal to consumers who want the best price possible.

That’s why rate parity is essential for direct booking: when hotel revenue management goals fall prey to disparity, direct booking and RevPAR targets are harder to reach. Invest in the right tools to help you monitor and enforce rate parity across channels.