If your prices are outdated or inconsistent, it can create consumer confusion and mistrust.
NB: This is an article from BEONx, one of our Expert Partners
This can damage your hotel’s reputation and impact your revenue growth strategies. That’s why it’s so important to implement measures to ensure price integrity. In this article, we will share everything you need to know about price integrity.
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We will explain what it is and why it’s so important. We will also share a few price integrity strategies and tips to help you establish fair and consistent prices that appeal to guests and boost your direct bookings.
What is price integrity?
Rate parity and price integrity are two common terms in hotel revenue management. However, whilst both practices aim to promote fairness and consistency in the pricing of hotel rooms, they focus on different aspects of the booking process.
Rate parity is the practice of maintaining consistent room rates for your hotel across all distribution channels. This includes your hotel’s website, online travel agencies (OTAs), and any other third-party booking channels where you advertise your rooms. This helps to prevent rate undercutting and ensures that customers can expect consistent pricing regardless of the platform that they use to book. Rate parity also helps to maintain a level playing field for all distribution channels, so that no one channel has an unfair advantage.
Price integrity, in turn, refers to the practice of ensuring that the prices displayed on your own hotel’s website are consistent, accurate, and up to date. This includes your room rates as well as any additional fees and charges that may be associated with a booking, such as taxes and resort fees. Moreover, if you offer rate discounts, they need to be justified so that guests clearly understand your rate structure and they can trust that the price they are paying is fair. For example, if a guest books a room at a discounted rate, but they pay a higher price for the same room the following week, they need to understand why the price has increased.
Ultimately, the objective of pricing integrity is to ensure transparency and avoid misleading customers with incorrect or unjustified pricing information.
Price integrity strategies and tips
Price integrity can help your hotel avoid pricing inconsistencies so that you can build trust with your customers. It involves establishing a fair and consistent pricing strategy that aligns with market value, meets customer expectations, and reflects the quality and experience that your hotel has to offer. You also need to ensure that you can justify any discounts that you offer so that guests understand your prices.
Here are a few tips and strategies to help you achieve price integrity.
Review the integrity of your pricing strategy
One of the most effective methods for ensuring fairness and consistency is reviewing the integrity of your pricing strategy. In other words, you need to make sure that the prices you offer throughout the year are accurate, transparent, and consistent.
Many hotels rely on a descending pricing strategy. This is where room rates start high, and they get cheaper as the check-in date approaches. This type of strategy can help hotels sell rooms that might otherwise not be occupied. However, a descending pricing strategy can be risky. For one thing, selling a room below market value generates less revenue for your hotel and can negatively impact your perceived level of value. Plus, guests who book in advance at a higher price will probably be disgruntled if they see the same room being offered at a lower price. This not only leads to consumer mistrust, but it can also result in higher cancellation rates if guests decide to cancel their original bookings and rebook at a lower rate closer to their arrival.
Other hotels opt for a more sporadic pricing strategy, where there is no clear ascending or descending line. Instead, prices seemingly fluctuate at random and rate adjustments do not align with a consistent, global strategy. This erratic approach can confuse guests and lead to consumer mistrust to the extent that they might lose confidence in your hotel.
The key to pricing integrity is following a defined ascending pricing strategy. An ascending pricing strategy is where your prices increase closer to the arrival date in line with fair market value ranges. Any discounted rates that deviate from this strategy are clearly justified. With this approach, customers can easily understand your rate structure, and prices are fair and consistent and in line with your value proposition. As a result, customers perceive your hotel as a transparent business that they can trust, generating a sense of security and loyalty and, ultimately, increasing their customer lifetime value.
