To regain control of your pricing strategy, you must first understand how your property is performing in terms of disparities. With BenchDirect, you can easily compare with the market and your competitors.

Check where your hotel is underperforming and identify areas for improvement by comparing your performance in terms of frequency and amount of disparities with multiple comparison sets. It is always worth delving deeper into the analysis, for example, by investigating certain markets or examining in more detail the types of bookings and what that means in terms of your hotel's disparities. These competitive insights will help you understand patterns and give you a clear action plan on where to focus your efforts.

If you find that an OTA is offering lower rates than yours, contact them and see if they are violating the parity clause. Using a tool that automatically provides you with a screenshot of the disparity can be particularly useful when negotiating with third parties.

In the meantime, when experiencing a disparity, provide potential guests with a price match offer to stop them from booking a cheaper rate elsewhere. With our Price Match feature, this can be done in real time to effectively combat any third-party rate tempting users away from your website. When a user search generates a lower rate, the feature automatically shows them an offer to match it, and with a single click, the discount is applied within the booking engine. Simple!

If you find that OTAs are not actually offering lower rates than yours, then it's all about letting your website visitors know. Utilize our Price Comparison feature to reassure users that they are being offered the best available rate, so they don't stray to other sites to compare prices. Including direct booking benefits also gives them that extra reason to book directly with you. The key here is to highlight your unique selling points and demonstrate to your visitors that booking on the hotel website is the best option.

When it comes to driving direct bookings, you need to know who your website visitors are and offer them something that is appealing to them. This is where the personalization features come in.

Let's see it in action! There's a visitor browsing on your booking engine, exploring potential dates for their stay, and they decide to abandon the website. With Exits, it's possible to detect when this is about to happen and send the appropriate message to grab their attention and prevent them from leaving. Remind them of the exclusive benefits available when booking directly, such as free breakfast or a welcome gift, or offer them a personalized discount for their reservation. This type of messaging is an effective and engaging way to personalize the online user experience that not only encourages them to stay on your website and complete their reservation, but it's also a fantastic way to make your communication feel more personal.

So there you have it, four of the most effective ways to combat price disparities on your hotel website. Price disparities are inevitable, but with these actionable tips at your disposal, you will be able to combat them on your hotel's website. Check out our guide on Combating Price Disparities on Your Hotel's Website for an in-depth look at effective strategies to retain visitors and increase your direct bookings.