diff --git a/backend/api/competitors.py b/backend/api/competitors.py
index ac90d75..fec44d1 100644
--- a/backend/api/competitors.py
+++ b/backend/api/competitors.py
@@ -770,6 +770,66 @@ async def get_rate_parity(
     }
 
 
+@router.get("/own-direct-rates")
+async def get_own_direct_rates(
+    from_date: Optional[str] = None,
+    to_date: Optional[str] = None,
+    current_user: dict = Depends(get_current_user)
+):
+    """Our own hotel's best-available direct rate per date, from Newbook —
+    cheapest bookable non-dinner tariff (same selection rules as the parity
+    check). Used for the own-hotel direct sub-row in the rate matrix."""
+    import asyncio
+    from jobs.check_rate_parity import _candidate_tariffs
+    from database import SyncSessionLocal
+
+    today = date.today()
+    start = date.fromisoformat(from_date) if from_date else today
+    end = date.fromisoformat(to_date) if to_date else today + timedelta(days=30)
+
+    def _run():
+        sdb = SyncSessionLocal()
+        try:
+            rows = sdb.execute(text("""
+                SELECT DISTINCT ON (rate_date, category_id)
+                    rate_date, category_id, rate_gross, tariffs_data
+                FROM newbook_current_rates
+                WHERE rate_date BETWEEN :fd AND :td
+                ORDER BY rate_date, category_id, valid_from DESC
+            """), {"fd": start, "td": end}).mappings().all()
+        finally:
+            sdb.close()
+
+        by_date: dict = {}
+        for r in rows:
+            by_date.setdefault(r["rate_date"], []).append(r)
+
+        out = {}
+        for d, cat_rows in by_date.items():
+            days_ahead = (d - today).days
+            candidates = []
+            for cat in cat_rows:
+                candidates.extend(_candidate_tariffs(cat["tariffs_data"], days_ahead))
+            pool = [c for c in candidates if not c["dinner"]] or candidates
+            if pool:
+                best = min(pool, key=lambda c: c["rate"])
+                out[d.isoformat()] = {"rate": best["rate"], "tariff": best["name"]}
+            else:
+                headline = [float(c["rate_gross"]) for c in cat_rows
+                            if c["rate_gross"] and float(c["rate_gross"]) > 0]
+                if headline:
+                    out[d.isoformat()] = {"rate": min(headline), "tariff": "headline rate"}
+        return out
+
+    loop = asyncio.get_event_loop()
+    rates = await loop.run_in_executor(None, _run)
+    return {
+        "from_date": start.isoformat(),
+        "to_date": end.isoformat(),
+        "rates": rates,
+    }
+
+
 @router.post("/parity/check")
 async def trigger_parity_check(
     current_user: dict = Depends(get_current_user)
diff --git a/frontend/src/pages/MarketView.tsx b/frontend/src/pages/MarketView.tsx
index 69903a6..4f486e1 100644
--- a/frontend/src/pages/MarketView.tsx
+++ b/frontend/src/pages/MarketView.tsx
@@ -1312,6 +1312,18 @@ const RateMatrixTab: React.FC = () => {
     enabled: showDirect && hotels.length > 0,
   })
 
+  // Our own direct rate comes from Newbook (best available), not the direct scraper
+  const { data: ownDirectRates } = useQuery<Record<string, { rate: number; tariff: string }>>({
+    queryKey: ['own-direct-rates', fromDate, toDate],
+    queryFn: async () => {
+      const res = await api.get('/competitors/own-direct-rates', {
+        params: { from_date: fromDate, to_date: toDate }
+      })
+      return res.data.rates
+    },
+    enabled: showDirect,
+  })
+
   if (isLoading) {
     return (
       <div style={styles.loading}>
@@ -1600,6 +1612,25 @@ const RateMatrixTab: React.FC = () => {
                       )
                     })}
                   </tr>
+                  {/* Own hotel direct sub-row — Newbook best available */}
+                  {showDirect && hotel.tier === 'own' && ownDirectRates &&
+                    Object.keys(ownDirectRates).length > 0 && (
+                    <tr style={{ background: '#fafbfc' }}>
+                      <td style={{ ...styles.matrixTd, ...styles.stickyCol, paddingLeft: 28, fontSize: 11, color: 'var(--text-mid)', fontStyle: 'italic' }}>
+                        Direct (Newbook)
+                      </td>
+                      {dates.map(d => {
+                        const own = ownDirectRates[d]
+                        return (
+                          <td key={d} title={own?.tariff}
+                            style={{ ...styles.matrixTd, fontSize: 11, color: own ? 'var(--text-dark)' : 'var(--text-mid)',
+                            background: isWeekend(d) ? '#fdf8f0' : undefined }}>
+                            {own ? `£${Number(own.rate).toFixed(0)}` : '—'}
+                          </td>
+                        )
+                      })}
+                    </tr>
+                  )}
                   {/* Direct rates sub-row — only when this hotel actually has direct rates */}
                   {showDirect && hotel.tier === 'competitor' &&
                     Object.values(directRatesMap?.[hotel.id] || {}).some(v => v != null) && (