OTA Insight Releases Q2 2018 North American Hotel Parity Report
OTA Insight, the cloud-based data intelligence platform for the hospitality industry, released its second North American Hotel Parity Report, which covers Q2 2018. This report provides a deep-dive into market trends affecting rate parity for hotels and highlights: North American parity performance trends, parity performance of major chains versus independents and local chains, rate variance breakdown and parity performance by channel
- OTAs are more likely to be in parity with Major Chains than Independents and Local Chains. Market-wide, there are significant parity loss issues with Independents and Local Chains facing losses: 46% of tracked shops in comparison to 33% for Major Chains.
- A significant majority of parity loss from OTAs was from rates displayed 0-15% lower than brand.com rates. Issues coming primarily from non-contracted OTAs being out of parity - 24% in the case of Major Chains and 41% of Independents and Local Chains - suggest that non-contracted OTAs are the biggest contributors to parity loss
- Snaptravel is the most frequently tracked channel for parity loss issues for Independent and Local Chain hotels, while for Major Chains, Hotel Power is the most common offender.
The North American Hotel Parity Report was created with hotel revenue managers in mind. The report is meant to walk these revenue managers – whether they work for an independent or major hotel chain – through where and why parity issues arise. It will also offer some action points that will guide revenue managers toward better future parity performance.
The report is available for download here.