Rate parity in hotels: can you charge less on your site than on Booking?
It's the big question for many hoteliers: can I set a lower price on my website than on Booking.com? The short answer is that, increasingly, yes, but you need to understand the rules so you don't get into trouble.
What rate parity is
Rate parity is a clause that OTAs included in their contracts to force hotels not to offer lower prices on other channels, including their own website. There are two types: wide parity (affects all channels) and narrow parity (only limits public prices on your own website).
What the law says in Europe and LATAM (updated 2025)
In the European Union, the Digital Markets Act (DMA), fully in force since 2024, prohibits gatekeepers like Booking.com from imposing parity clauses. Booking was designated a gatekeeper in 2024, so both wide and narrow parity clauses are no longer enforceable in the EU. Countries like France, Italy, Austria and Belgium had already banned them by law before.
| Region | Status in 2025 |
|---|---|
| European Union | Parity banned under the DMA |
| Spain, France, Italy, Austria | Banned by national law |
| LATAM (general) | No specific ban; the OTA contract applies |
In most LATAM countries there is no specific law banning parity, so whatever is agreed in your contract still applies. Always review the clauses before lowering public prices.
How to offer a better direct price without breaching contracts
Even if you have a public-price parity clause, you can almost always offer direct advantages:
- An exclusive price for members, newsletter subscribers, your app or your WhatsApp channel (closed, non-public rates).
- Non-monetary perks: free breakfast, free parking, late check-out, room upgrade or a welcome pack.
How to offer a direct price automatically
The key is for guests to discover that advantage at the moment of deciding. With an AI assistant like WeSpeak you can automatically communicate your member rate or exclusive perks over WhatsApp when a guest checks availability, closing the direct booking legally and without friction.
Discover the AI assistant for hotels by WeSpeak to increase your direct bookings and cut OTA commissions. See how to get started →
Frequently asked questions
Can I set a lower price on my website than on Booking.com?
In the EU yes, because the DMA bans parity. In LATAM it depends on your contract; but you can always offer closed member rates or non-monetary perks.
What is a closed or member rate?
It's a price only registered guests see (newsletter, app, WhatsApp), not the general public, so it doesn't breach public-price parity clauses.
How does WeSpeak automate direct rates?
WeSpeak communicates the member rate or exclusive perks over WhatsApp the moment a guest checks availability, helping you close the direct booking.
Want to increase your hotel's direct bookings?
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