Hoteliers Adapt to Unpredictable Last-Minute Bookings with Diverse Strategies, Including Flash Sales and Channel Selection
💰 Late demand is challenging hoteliers, with bookings often made within 14 days of arrival, making previous booking patterns unreliable. Jon Siberry of Z Hotels and Sarova Hotels suggests more than one strategy, like flash sales, to fill rooms. Flash sales target impulse buyers via platforms like Secret Escapes and Travelzoo, but careful channel selection is crucial due to commission costs and audience fit. Focusing on cost, customer fit, and rate integrity helps navigate changing booking behaviors.
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