Field guide · Distribution
Parity without tears: a working definition
Sara K. Petersen
Head of Revenue Product · 5 Apr 2026 · 5 min read
Rate parity has been a contentious topic for fifteen years. In 2026, the legal landscape varies by market, the OTA contracts vary by chain, and the practical answer is more nuanced than "always equal" or "never equal".
A working definition
Rate parity is publishing the same room, on the same dates, at the same total price, on every public channel. Note the precision: same room, same dates, same total price. The room can vary (e.g., a "Member Rate" tied to a logged-in account is a different product). The dates can vary (a flash sale on a 7-day window is different from a year-round rate). The total price must include taxes and fees in the markets where that is regulated.
When to publish a lower direct rate
- When you have a logged-in account or membership wall in front of it.
- When the rate is bundled with a non-comparable inclusion (breakfast, late check-out).
- When the rate is a flash sale on a window OTAs do not have.
- When the rate is a closed user group (corporate, association).
The goal is not to game parity. It is to publish a direct rate the OTA cannot legitimately match.
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