(Posted 22nd September 2026)
Courtesy of Mr. John Kangethe / LinkedIn
When demand slows, the instinct in travel is simple. Lower the price.
But discounting carries a hidden cost, especially when lodges and safari suppliers start offering cheaper rates directly to consumers than the rates given to the agents and DMCs who sell them.
A lodge drops its direct rate to fill a few rooms. The client finds that price online. Suddenly the DMC looks expensive, even though we are selling the same product. That does not just affect one booking. It affects trust.
I have seen it happen. A lodge quietly offers a direct-only discount without telling its trade partners. The operator has already quoted the normal rate, the client discovers the lower price, and the booking is lost, along with the relationship.
I understand why properties want direct bookings. They avoid commissions and own the client. But there is a difference between building a strong direct channel and undercutting the partners who create your demand in the first place.
When demand falls, the better questions are these. Can we build a targeted offer without breaking rate integrity? Can we add value instead of cutting price? Can we work with our trade partners to stimulate demand together?
A discount fills today’s room. Trust fills tomorrow’s.
To my partners on both sides of the table, lodges and DMCs alike: where is the line between a healthy direct channel and undercutting the trade?
