In today’s dynamic hospitality industry, the imperative to secure direct bookings has become more crucial than ever. Hotels must grapple with the formidable challenge of the perpetual ebb and flow of room rates. The intricate task of preserving rate parity is further compounded by the diverse array of online travel agencies (OTAs) and alternative distribution channels. Navigating this intricate landscape demands strategic finesse as hotels strive to assert their presence and competitiveness in the market.