The annual World Parity Monitor by 123Compare.me reveals that resort worth parity is now not a uniform, market-wide situation, however a context-driven problem formed by how, when, and from the place travellers search.
Based mostly on greater than six million month-to-month worth comparisons throughout 60 main international locations, the 2025 Annual Version reveals that in 75.7% of world searches the resort’s direct channel shouldn’t be the bottom worth out there. Nevertheless, the info confirms that this strain intensifies sharply in particular reserving environments reasonably than throughout all demand equally.
The 2025 Annual Version highlights key touchpoints within the traveller journey the place parity breaks most frequently. Strikingly, machine parity stays a problem with cellular searches rising because the highest-risk atmosphere, with a Lose Price of 37.1%, in comparison with 29.5% on desktop, underscoring the rising influence of mobile-first distribution methods.
Goal markets, solo travellers and {couples} particularly confronted the best publicity to OTA undercutting, reflecting demand segments which can be simpler to package deal and distribute throughout third-party channels.
Commercials
As well as mid-scale motels (3–4 stars) remained probably the most uncovered class, which 123Compare observed throughout 2025, reflecting their reliance on high-volume, price-sensitive demand. Additional, high-competition search moments persistently set off greater ranges of worth discrepancies, significantly when a number of OTAs have been lively concurrently.
Somewhat than pointing to a single structural failure, the findings point out that parity erosion is pushed by particular mixtures of machine, traveller profile and reserving context. Markets with robust cellular penetration and fragmented OTA ecosystems present structurally greater undercutting ranges, whereas locations with extra balanced channel management carry out extra persistently.
“Parity is now not a static benchmark, it’s a dynamic battlefield formed by traveller behaviour,” mentioned Jordi Serra, CEO of 123Compare.me. “Lodges aren’t dropping parity in all places, however they’re dropping it at very particular moments of the reserving journey. Understanding these moments is now important for shielding the direct channel.”
The World Parity Monitor – Annual Version 2025 supplies hoteliers with an in depth, data-driven view of world parity efficiency, combining regional, destination-level and behavioural insights right into a single interactive expertise. Customers can discover parity dangers by area, vacation spot, resort class, traveller kind and reserving state of affairs, permitting motels to establish exactly the place strain concentrates and the way it evolves over time.
Entry the complete interactive annual report and discover a yr of world parity dynamics:
