Member Rate

Definition

A discounted rate available only to a closed user group — loyalty members, newsletter subscribers, app users — and hidden from public shopping. Because it isn’t publicly visible, it doesn’t breach rate parity.

What it tells you

Member rates are the standard parity-safe way to beat OTA pricing on your own site. A 10% member discount off a €100 BAR sells at €90 direct — still ahead of the ~€82 you’d net from the same booking on an OTA at 18% commission, and it builds a guest database on top.

How to track it

Set up as a fenced rate plan behind a login or email sign-up in the booking engine. Watch two numbers: how much business shifts onto the member rate, and its net ADR against the OTA bookings it’s meant to replace.

Where it fits

A core direct-booking lever alongside value-adds like breakfast or flexible cancellation. OTAs run the same play in reverse — their member programs discount your rate for their logged-in users — which is exactly why parity’s closed-group exception matters.