WORLD PARITY REPORT | JUNE WAVE 2024
Sometimes, despite putting in a lot of effort to make everything perfect and operational, the results aren’t always positive. Occasionally, they remain negative. However, eventually, the reward comes, and even a slight positive progress is an encouraging sign that we are on the right path, motivating us to keep improving.
This is reflected in the data from June, encouraging us to continue along this path. We’re undoubtedly headed in the right direction.
The overall picture has slightly improved compared to the previous period, with disparities across all distribution channels decreasing by 4 points—a good sign for hotels. It seems the battle is yielding results, although there is still much to be done, and we must remain vigilant.
The high activity of OTAs persists, but we are seeing positive progress in reducing disparities. Booking.com has maintained its steady trend, just like last month. Meanwhile, the other major market player, the Expedia Group, has significantly decreased its competitiveness by 5 points.
The METAs, have also reduced the intensity of their discrepancies. In this latest June wave, there is a noticeable shift in the landscape of the most active competitors: Next Day Hotels and HomeToGo have shown less activity and have dropped out of the top 15, making way for other players like CheapHotelsHub.com and Traveloka.
After analyzing the 60 most popular tourist destinations, we see a general improvement in the situation for each location.
However, one destination stands out: New York, which is following an opposite trend and shows a 3% increase in the disparity ratio compared to the last period . In this context, numerous package deals are being promoted for this destination, which could be the source of said deviations.
Looking closely at the evolution of hotel groups, we see that all have improved their results in controlling disparities. While we’re talking about a few points in favor of the hoteliers, there is a lot of daily hard work behind this.
Notably, the Meliá group has achieved remarkable results, reducing disparity cases by 50%, from 87% in May to 37% in June.
The June wave brings good news: we can see that the battle for the best price and direct customers is showing positive results. Players come and go, with some disappearing and others taking their place, each with different strategies but always with the same goal—winning the customer with the best price and securing their share of the profit.
Hoteliers will continue this fight, and 123Compare will be by their side, providing data and analysis as we constantly monitor the global parity situation.
