Russell Of Hotels

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Is Rate Integrity Still a Thing?

✅ Yes, Rate Integrity is still a thing — but how it’s defined and enforced has evolved.

🔍 What Is Rate Integrity Today?

Rate integrity means offering consistent pricing across all distribution channels (direct, OTAs, GDS, etc.) and not undercutting your own pricing in a way that confuses or frustrates the customer. It's about transparency, trust, and brand positioning.

🧭 Why It Still Matters (Even in 2025):

  1. Guest Trust
    If a guest books direct and then sees a cheaper rate elsewhere — they lose trust in your brand.

  2. Group & Corporate Relationships
    If group clients or corporate accounts see public rates lower than their negotiated ones, it erodes confidence and may impact future bookings.

  3. Revenue Strategy
    Rate integrity supports long-term ADR growth and discourages rate dilution. Undercutting yourself or engaging in deep discounting to fill rooms creates an unsustainable model.

  4. Channel Management Tools
    With today’s tech (CRS, RMS, channel managers), maintaining parity is more manageable — and expected.

⚠️ Challenges in Maintaining Rate Integrity:

  • OTA flash sales or “member-only rates”

  • Wholesaler leakage (resellers offering rooms at lower prices than agreed)

  • Last-minute dynamic pricing conflicting with published rates

💡 Russell of Hotels Takeaway:

"Rate integrity is no longer just about matching prices — it’s about maintaining brand value and keeping promises to your guests and clients."

Russell L Edmond