Price disparities are one of the main problems for hotels in terms of Internet distribution and they have a much deeper impact than one would initially think. They are artificial alterations of your price which you must correct, since they are highly damaging.
Regaining control of your price is not, in principle, a complex issue, although when it comes to implementing it, it can get slightly more complicated. If you get down to work properly, in less than three months you should have your prices under control and free of risk.
The keys are the following:
Better safe than sorry.
In each new contract you sign or renew, make sure that it has binding price clauses and the corresponding penalties in the event that they are not met (penalties which you must execute). Contracts are not worth much but at least you mark your territory from the start.
Watch out constantly.
Periodically revise your key issuing markets, also from your mobile device. Stop being a hotelier and become a client. You will realise many things which were unknown to you before. You can start by creating your own team (set it up for this purpose or, if you cannot afford the extra resources, the night-time receptionist) who can find them, identify them and write up a report for you which has to be on your desk every morning.
Act with determination. When you find an unauthorised price:
Make a booking for your hotel to see where the confirmation comes from. As a client, you will receive a quoted confirmation email (with the price) and a separate voucher without the price (this way, hotels can’t find out the booking price when the client hands it over). In this voucher you will usually see the channel from where the booking is coming from. Don’t be afraid to use a hotel credit card and give it to your staff to make the bookings because, in order to find out where the price disparity is coming from, you will have to make and pay for the booking. After, when you cancel it, you will get your money back and if you don’t, you will have to pressure the issuing channel to recoup your money.
