Pricing disparities: the silent enemy of your direct channel (and how Roiback helps you overcome it)

High season is here. Bookings are skyrocketing, hotels are filling up and competition for customers is fierce. But there's a silent enemy that may be sabotaging your efforts without you even realizing it:price disparities.

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Yes, those differences between what you offer on your website and what appears on OTAs or metasearch engines. And no, they are not just an image problem: theycan be draining your revenue, your ROI and your customers' trust.

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Why should you care (much) about disparities?

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Because when a customer sees your hotel cheaper on another channel,you lose the reservation, you lose credibility and you lose control. And that, in the middle of high season, is a luxury you can't afford.

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Moreover, if you are investing in Google Ads, metasearch or digital marketing campaigns,every euro you spend loses value if you do not guarantee the best price on your website. Why attract qualified traffic if they are going to book elsewhere?

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What can you do? Much more than you think.

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At Roiback we don't just understand the problem: wehave real, measurable and effective solutionsto help you regain control of your pricing and empower your direct channel.

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1. Monitor and act with MetaBase Pro

Our MetaBase Pro tool allows you to see, in real time, whether you are beating, matching (Meet) or losing (Lose) to OTAs on the major metasearch engines. So you canspot disparities instantly and make quick decisions.

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Automatically match prices with Price Match

Thanks to our integration with The Hotels Network, you can integrate Price Match on your website: when an OTA offers a lower price than yours, display an offer to match it. Apply segmentation rules: decide when, to whom and even how much, without the customer having to leave the hotel website. Result: more conversions, less leakage.

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3.Creates positive disparities

What if instead of suffering disparities, you use them to your advantage? Offerexclusive discounts, extra benefits or members-only rateson your direct channel. And don't forget to display aBest Price Guarantee seal. If a customer finds a better price, match or beat the offer. This way, you build loyalty and, at the same time, discover where the disparities are being generated to find a solution.

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4.Plan ahead (and with data)

Make an analysis of your channels: which ones bring you 80-90% of your revenues? Which ones only generate noise? Redirect efforts to the most profitable ones anduse the rest as leverage to grow in direct sales.

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In addition, design anAnnual Campaign Planwith promotional actions (Black Friday, Valentine's Day, etc.) so as not to depend on the offers of OTAs or tour operators.

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And if you don't have a CRM or a specialized marketing team, don't worry: with Email Booster, Roiback's solution for independent hotels and small chains, you can activate automated, personalized and profitable email marketing campaigns in just 15 days. Take advantage of the data you already have to build customer loyalty, increase conversion and reduce dependency on third parties. All integrated with your booking engine and your Loyalty module, without technical complications.

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5. Control disparities also in the telephone channel.

Disparities do not only affect your online channel. With Booking Center, Roiback's solution for call centers and reservation departments, you can ensure that the telephone channel offers exactly the same conditions as the direct online channel.

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Apply active campaigns, promocodes, exclusive rates and manage extras or upgrades with total consistency. In addition, if there is no availability in a hotel, the system suggests configured alternatives, avoiding losing the sale. Thus, you eliminate internal disparities, reinforce your direct sales strategy and ensure a uniform and competitive customer experience across all channels.

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In short, with the right tools, a clear strategy and the support of a partner like Roiback,you can turn your direct channel into the winning channel. It's not just about technology, it's about vision, action and commitment to your profitability.

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Are you ready to take control? Let's talk. At Roiback we are here to help you win this battle.

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