Rate Parity in itself was a flawed and BS concept from the get go, only putting more powers on OTA's and tech vendors making money of selling parity data to hotels. If we look at other industries: buy a TV in shop 1, same TV in shop 2 cheaper.
There is two parts to the problem: a) how does a hotel ensure that their ads now hit the right target and b) as you rightly said, how is the tracking going to work at a hotel level but more specifically - how are vendors currently tracking that data will change their mechanism, if at all required?Whilst its nothing new that google just gatecrashes parties and owns verticals once broken into (with travel being a major one i believe going forward) I find it highly interesting that google goes back to "segmentation" whilst always playing the "hyper personalization" card in all other areas.
Any area of the business that has not embraced optimization has opportunity to do better. When we look at the other revenue streams we need to be prepared that things work differently, that systems are different, that other areas are requiring optimization besides "moving my rates up and down".
Those are two independent and unrelated questions. I think it is way too early to talk about "curves". The earliest some airlines are predicting decent business activity again is 2023 and many hotel companies predict 2025.
1) If you are getting started you need a system that grows with your capabilities and takes you further, ie. understands where you are in your analytical cycle and then takes you along the journey to make you better, to help you get better at what you do.