Rack Rate
What Is a Rack Rate? Definition for Attraction Operators
A rack rate is the full, published retail price of a ticket, tour, or room before any discounts, promotions, or reseller arrangements are applied.
The term comes from hotels, where rates were once posted on a rack behind the front desk. In tours and attractions, the rack rate is your public price on your own website and at the gate. Net rates, commissionable rates, and promotional prices are all set relative to it.
Why it matters for operators
Keeping one clear rack rate across channels protects you from rate disputes with resellers and keeps guests from finding your experience cheaper elsewhere. Rate parity is a common clause in OTA agreements.
Related terms
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