Cornell Study Finds that Guests Want to Know Hotels' Rate Rules :: Hotel News Resource
Hotels' guest tend to think that "rate-changing rules are unfair" that is exactly what the study “How Hotel Guests Perceive the Fairness of Differential Room Pricing,” by Wayne Taylor and Sheryl Kime reveal in their book. Actually, it is not surprising that clients doubt of the fairness of hotel's prices. I remember when I was doing my internship in Garden Beach Hotel in Juan-les-Pins, we had regular clients that wanted us to apply the same rate whenever the period they came. That is a typical example of regular or occasional guest lack of education toward rate management system. Well then if we explain them why they can not have this particular rate instead of saying "it's ok for having the same rate this time", they will probably stop negotiating.
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It is true that that is difficult for clients to understantd "rate changes" in the hospitality sector. For example, even if you make a booking for the same date, a customer can find different princing on different website. Indeed, the price for booking 1 night in a hotel at a particular date is different if you book on the hotel website, on expedia or an other OTA website. So we can ask ourselves is pricing in the hospitality sector is as transparent as it seems?
RépondreSupprimerWell actually, it is transparent if you look in the good places, the problem comes from the rate parity in some cases and that prices for a room a often more interesting on online travel agencies than on the proper hotel booking service.
RépondreSupprimerHi Saluquia,
RépondreSupprimerThe example you gave us could be meaningful of the rewarding system which is supposed to reward the loyalty of customer which come very often to the same hotel.
We cannot hide that hotel should improve as much as possible this procedure at the same way that airline company do.
Many times the customers feel like being neglected by hoteliers so they try to get an additional discount for their loyalty which is a normal reaction.
Thank you,
Ignazio SUTERA