Tag Archives: undercut hotels

Biannual World Parity Monitor reveals the scale of price pressure on hotel direct channels — and where hotels still hold the advantage. In 75% of hotel rate searches, at least one OTA displays a lower price than the hotel’s own website — a stark finding from the H1 World Parity Monitor 2025 by 123Compare.me. Chronicling the first six months of 2025 — the H1 World Parity Monitor looked at parity on a per-search basis — discovering OTAs undercut the hotel’s own website in 33% of comparisons. The hotel direct channel beat third parties in 45% of cases, while parity was maintained in just 22% of occasions. But when all available offers for the same room are taken into account — an average of more than 20 per search — the picture shifts dramatically: in three out of four searches, at least one OTA shows a lower rate than the official site. Mapping rate integrity across leading global destinations and shedding light on the behaviors putting the direct channel under pressure — the biannual World Parity Monitor interestingly concluded that the share of searches where OTAs publish lower rates has remained stable compared to 2024. In both January and April, undercutting occurred in 35% of cases. By June, this figure dropped to 28% — the lowest value so far this year. Mobiles amplify the rate parity issue — OTAs undercut the official site in 38% of searches, versus 31% on desktop. Faster decision-making, exclusive discounts, and optimized user experiences make mobile a more vulnerable space for hotels. According to Roberto Gobo, Director of Digital Strategy and Technology at Valamar, these disparities often stem from operational blind spots: “Disparity mostly happens when …

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