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Room rate parity is a basic to selling online marzo 17, 2007

Posted by hola2andreu in Blogroll.

Leyendo en Megiustaelturismo encuentro esta reflexión interesante para los que quieren vender online sobre la paridad de precios.
Isabelle Gorgue (Director of Direct Distribution) de Hoteles Hesperia, nos ha enviado esta interesante reflexión sobre la paridad de precios en los hoteles:

For me room rate parity is a basic to selling online. Although this is understood by many hoteliers, many still forget to protect their prices when contracting with intermediaries (like Tour Operators), and on top of this it seems that many intermediaries do not respect specific rate related clauses of their contracts.

Let me explain: a few days ago I found myself spending too much time trying to find out which tour operator was providing rates and inventory to an online travel agent (who we will call “X.es”). In this case X.es was displaying one of our resort hotels at a lower selling price than the price on our own website. In this case we knew the X.es gets his rates and inventory from a selection of tour operators.

I knew that somewhere along the line one of my tour operator (TO) partners was not respecting our contract. All our contracts specifically mention that unless out “net” rates are packaged with another product (for instance airline ticket or tour bus), then these rates should not be available to buy, on- or off-line. In a normal world where people respects signed contracts, this allows us to protect our selling price and maintain rate parity. However some intermediaries do not belong to the “respectful” category of partners…

Our first reaction was to call X.es and talk to the Commercial Director in order to explain the situation and ask for help. That particular person could not have been less helpful! So we simply ask them to switch off our properties from their Website, and again, we were treated in a way that made me think that the distribution really thinks that hoteliers are stupid: that person told me that they could not switch off properties!! Can you believe it? So, this is a scoop: a website that can upload hotels to their Websites, however, if we are to believe their Commercial Director, they can’t take them down…for most of us, I guess this is hard to understand.

In need of finding out which of our so called “partners” was playing bad boy, we made a booking on X.es, and easily found out who was the tour operator in question. It actually turned out to be one of not only a tour operation partner, but an Agency reseller, or CRS as they call them here in Spain, with whom we are currently in the process of negotiation. It surely gives us confidence to renew our relationship! In addition, we know that they have been cutting our distribution by offering Travel Agencies a higher commission for our hotels than the one that we give agencies directly. Again, a lack of respect of hotelier.

My conclusion is this; hoteliers must include in all their FIT/TO contracting a clause that protects their selling price, and reinforces the compulsory bundling of their net rates with another product. In addition, they have to be ready to go through a lot of trouble in order to make sure these clauses are respected. Only by doing so will hoteliers regain control of their selling price and distribution strategy. If we don’t, then our cost of distribution will keep on going up while losing valuable contact with the final consumer.

Mis preguntas : Que sentido tiene tener el mismo precio en todos los mercados ? Como se diferencian pues los distintos Merchants ? Que pasa con el poder de negociación de los TTOO ? Que control tienen los hotleros sobre el Precio de venta en todos los casos ?


1. Albert Barra - marzo 21, 2007

Andreu, hay mucho desconocimiento acerca de la paridad tarifaria. Cuando un hotel aplica paridad tarifaria, se entiende que debe ser dentro del mismo segmento o cuanto menos canal.

La solución es muy simple, precios netos a Touroperación tradicional.

Puntocoms, como canal, donde el cliente tiene acceso a todas, y exige paridad tarifaria… tarifas comisionables con mayor o menor comisión, BAR, last room availability. Es la única manera de controlar el precio de salida a mercado.


Albert Barra

2. Andreu - marzo 22, 2007

Gracias Albert por tu comentario .
Ok. Precios Netos a TTOO tradicional al estilo tradicional , es decir folleto , venta a red de minoristas , traslados , guias , etc…
Puntocoms . Que me dices de aquellas en las que no puedes controlar el precio de venta ? es decir : Quehoteles , Hotelopia , Centradereservas , bedsonline , etc.. que aplican margenes sobre unos precios netos que negocias con Hotelbeds ? Por ejemplo ?
Puede el Hotel controlar eso ? Es que si no puede se rompe el mercado desde el momento en que alguno de estos portales decide subir o bajar su margen .
Ciertamente es muy muy complicado a mi entender manejar esto sin herramientas .

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