The basic principle of a non-refundable deposit is to take payment in advance to avoid a future loss if the other party changes its mind.
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If you find yourself in a situation where you need to get a refund on a non-refundable hotel reservation, one of the options you can explore is disputing the charges with your credit card company. Many credit card companies offer benefits that may provide you with recourse in such situations.
With a non-refundable rate, guests pay the full price if they cancel, make changes or don't show up. Adding a non-refundable rate to your property can reduce cancellations and help you secure guaranteed payment for reservations.