Proven tactics to reduce price disparities and boost direct hotel bookings

Let’s be real—price disparities are inevitable. We’ve all been there: a guest is ready to book on your site, but then spots a cheaper rate on an OTA and jumps ship. Frustrating, right? But here’s the good news: you don’t have to just sit back and watch it happen.

With a few smart strategies, you can take control of your pricing and keep those valuable direct bookings coming in. Let’s dive into four actionable ways you can tackle price disparities and make your website the go-to for guests.

1. Benchmarking: Know where you stand

Before you can fix price disparities, you need to know exactly where your property stands. How do your rates compare to your competitors and third-party sites? Are certain markets or booking types more affected than others?

That’s where benchmarking comes in. By regularly tracking how your rates perform in comparison to the competition, you can uncover patterns and identify where pricing discrepancies are most frequent. These insights give you a clear roadmap for making adjustments and improving your direct channel.

Once you understand where the gaps are, you’ll be in a much better position to regain control and set your pricing strategy on the right course.

2. Price match: Keep guests on your site

Here’s a common scenario: a potential guest finds a lower rate on an OTA while browsing your site. Instead of losing them to that third-party deal, why not offer a price match?

Offering a price match right on your website is a simple but powerful way to keep guests from booking elsewhere. When they see they’re getting the same great rate directly from you, they’ll feel confident sticking around to complete their reservation. Plus, it builds trust—they’ll know they’re getting the best deal without the hassle of searching multiple sites.

Think about it: wouldn’t you rather keep that guest on your site, knowing they’re booking at your guaranteed best rate? It’s a win-win!

3. Price comparison: Show your value

Even if OTAs aren’t undercutting your rates, it’s crucial to let your guests know they’re getting the best available deal on your site. How? By showing a price comparison right on your booking page.

This kind of transparency is incredibly reassuring for guests. Instead of bouncing between sites to compare prices, they can see for themselves that your direct rate is just as good—or better. Add in the extra perks of booking directly, like flexible cancellations or free upgrades, and you’ve given them plenty of reasons to choose your website.

It’s all about making it easy for them to see the value you offer—both in terms of price and the exclusive benefits that come with booking directly.

4. Personalize the experience: Speak to your guests

Let’s face it—guests want a personalized experience. It’s no longer enough to offer a generic booking process. The more tailored and engaging their experience is, the more likely they are to book directly with you.

For example, imagine a guest is browsing your booking engine and seems ready to abandon the site without completing their reservation. What if, right at that moment, they received a personalized message offering a small discount or highlighting exclusive perks, like free breakfast or late checkout?

These personalized touches go a long way in keeping potential bookers engaged and encouraging them to complete their booking. The key is to make it feel like you’re speaking directly to them—because in a way, you are.

Be ready to adapt

One of the best things you can do as a hotelier is stay flexible. The market is constantly shifting, and your pricing strategy needs to be agile enough to keep up. By regularly monitoring competitors and adjusting rates based on demand, you can stay ahead of the game.

If price disparities pop up, don’t panic—just be prepared to act quickly. A proactive approach will help you minimize the impact and keep your direct bookings on track.

Final thoughts

Price disparities may feel like an unavoidable part of the industry, but with these four strategies—benchmarking, price matching, price comparison, and personalization—you’ll have the tools you need to manage them effectively.

Remember, it’s all about creating an easy, transparent, and personalized booking experience for your guests. When they see the value of booking directly on your website, they’re far more likely to choose you over third-party options.

Take control of your pricing, build trust with your guests, and watch those direct bookings grow.

Quick recap:

• Benchmark your performance: Get clear insights on where your disparities are happening.

• Offer a price match: Keep guests from booking elsewhere by matching OTA rates.

• Use price comparison: Show guests they’re getting the best deal—plus the perks of booking directly.

• Personalize the experience: Tailor your website interactions to keep guests engaged and booking directly.

Ready to take these strategies to the next level? Start putting them into action today and see the impact on your direct bookings.