Achieving rate parity – or avoiding disparity – is important because failing to do so will cut into your hotel’s profits, confuse customers, and cause tension between distribution partners.

Because OTAs have low overheads, it’s easy for them to remain profitable while undercutting your hotel’s rates, often in excess of 20%. And there’s a knock-on effect guests will have a negative perception of your brand, wondering why there’s an inconsistency, and questioning whether they’re getting good value for money.

Add wholesalers into the mix, and the landscape is further complicated. Traditionally, they’ve helped hotels out when times are hard. But they can also undercut hotels directly or provide a route for OTAs to do so.