Price Matching: OTAs are doing it, should you?

Expedia has heavily invested in its ARM (Automatic Rate Match) tool to ensure it offers the best prices and wins bookings on its platform. With billion-dollar budgets and countless hours spent researching guest behavior, Expedia sets a clear example. The fact that they prioritize rate matching sends a strong signal that hotels should seriously consider doing the same. Price matching is not just a trend but a tactic for staying competitive.