What term is used for the rate that hotels aim to achieve for their rooms, often considered the standard pricing?

The term "rack rate" refers to the standard pricing that hotels seek to achieve for their rooms. It represents the full price guests would pay without any discounts or promotions. This rate serves as a baseline for the hotel’s pricing strategy and is often displayed publicly. It is essential for potential guests to understand this rate because it helps them assess the value and negotiate any potential discounts they may be eligible for, such as corporate rates or promotional offers.

In contrast, the other terms relate to specific pricing strategies or situations. Corporate rates are typically negotiated prices for business travelers, seasonal rates vary depending on the time of year and demand, and flash sale rates are temporary discounts aimed at generating quick sales to fill rooms. Therefore, they do not represent the standard pricing structure that the rack rate embodies.