Navigating a hotel rate intelligence solution doesn't need to be complex. The work can be effortless when you know where to begin. Ready to gain an advantage over your competitors? Let's unpack some easy wins.
After considering the features of a rate shopper and selecting the one that fits your needs, you are already halfway there. Support your daily hotel business with confidence when you access reliable market data.
Indeed, the perspective should be the one that makes the most sense for your workflow, either from a graph, table, or calendar view.
#2. Highlight rate parity violations
In other words, to solve instances where your direct rate gets undercut by an online travel agency (OTA).
Uncovering price issues on Booking or Expedia, for example, requires live information and probing in-depth.
The approach of comparing apples to apples is to break down the price by room type and channel. This way you see a double room on your own website next to a double room on Booking and Expedia.
On top of this, toggling the option to include and exclude loyalty programs like Genius—with 10% and 15% discounts—means you can highlight where your price gets undercut or falls below OTA member pricing.
Seeing rate parity violations appear can answer many questions:
How many exist per day?
On what channels?
Which rooms are affected?
So how can you judge each rate disparity issue?
It's simple. Make use of the orange color-coded scale that informs you of the severity for each case (see below).
#3. Know where you stand
In essence, understanding when not to sell yourself short.
You will want to optimize your standing against the competition in the most strategic way possible. How can you determine this for your hotel?
By taking advantage of this nifty solution—we call it the Price Rating Matrix:
Focus on your reputation and pricing
A coordinate system displays the following for every competitor of yours:
Their aggregatedreview rating (x-axis) and
Their room price (y-axis) all in relation to your own
Here's what this might look like for a given day, with your hotel at the center.
In essence, you want to keep your competitors above the diagonal line.
Above the line means:
they either have a higher rating and sell for more or
have a lower rating and sell for less than you do
There are more factors to consider before adjusting your rates.
But the Price Rating Matrix gives you a great high-level view of where you stand and what potential exists.
Where Can You Go From Here?
To Orientate and position yourself in the market in the best way possible is easy to achieve when leveraging quick wins like the ones above.
We are confident these tips will give you a solid foundation.
And it goes without saying; there's a lot to revenue management.