WORLD PARITY MONITOR | NOVEMBER WAVE 2024
As we conclude November 2024, it’s clear that long-term strategies and consistent price control have delivered significant results. While OTAs focus on the short term, this article examines the impact of long-term lead times, specifically bookings made 6 to 9 months in advance, and their performance throughout the year.
First Quarter: The Starting Line
In January 2024, the year began with a 36-point Beat Rate (direct rate lower than OTA rates) and a 50-point Lose Score (OTA rate lower than direct rate). Although these initial scores indicated room for improvement, the first quarter (January, February, March) showed modest yet consistent progress as hotels refined their rate control strategies.
Second Quarter: Gaining Momentum
April, May, and June marked steady improvement. This period reflected hoteliers’ growing focus on addressing pricing disparities. As these months progressed, rate parity continued its upward trend, setting the stage for a strong second half of the year.
Third Quarter: Major Leap Forward
The third quarter (July, August, September) saw a significant jump in results. However, a slight dip in September highlighted the need for vigilance to maintain competitive pricing gains.
Final Quarter: A Stabilized Success
October and November showcased stabilized performance, with parity improvements holding strong. Projections for December suggest the year will close with a remarkable shift +12 points in Beat Rate accumulation year-to-date and -13 points in Lose Rate accumulation year-to-date. This represents a significant improvement in rate parity compared to where we began.
