The more your direct price is undercut by OTAs, the lower your conversion rate is likely to be. On metasearch the impact is even more significant. Triptease data gathered from over 10,000 properties shows that click-through and conversion rates increase by around 2.5x when you have the cheapest rate compared to when you’re undercut by OTAs.
Parity is at the heart of everything we do at Triptease. It’s the core data that runs through all of our products. We’re continuously building new features to help hoteliers understand where price undercutting is coming from and what action they can take. That said, no rate monitoring tool provides an instant, quick fix for deeper parity issues.
Our most successful clients use Triptease Parity tools to identify issues and trends that they then take action on outside of the product. This gives them much better control over their rate parity and distribution mix, which increases direct bookings.
The Parity Success Pyramid: Building awareness, taking control and taking action
In this brand new guide we’ll be outlining best practices for monitoring parity issues, but also taking a look at some of the behaviors that high performing hotels do outside of their parity monitoring tool. Working in this way allows you to change the nature of your OTA relationships and ultimately take full control of your online price distribution.