Your online rates and perception of value
Kieran Fives came across this interesting article by Neil Salerno on perceived “value” on the internet, which underlines much of what Bookassist has been advising its clients on for some time now. The idea that you can easily become commoditised in a simple hotel listing based on cost is a real threat to one’s brand online, which is why direct sales is such an important channel to be driving.
From the article:
“In a public forum, such as the Internet, your rates will either validate the quality of your hotel or diminish it. Most travelers are looking for the best value, not, necessarily, lowest rates. Value management is the process of positioning perceived benefits to meet or exceed posted rates. Your rates contribute to raising or lowering consumer perception of your property.”
See hospitality net
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