Ian Chinn | September 27, 2018
By Ian Chinn Low season; it's a term no hotelier likes to hear. In times of lower demand, some hoteliers adopt the 'busy hotel is a successful hotel' strategy, accepting lower-rated business and relying on the in-house spend in food and beverage, spa, ancillary and more, to top up revenue. However, guests paying significantly lower room rates are also typically less likely to spend on the spa, luxury dining or experiences needed to compensate for a cheap room rate. The longer-term ramifications of rate reductions to boost business in times of lower demand are far reaching. Not only does this impact brand perception but it al...
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