Personalization and Profit: The Rise of ABS in Hotels
💸 Attribute-based selling (ABS) revolutionizes hotel booking by offering guests the choice to select room features and amenities during reservation. ABS enhances guest satisfaction, increases average daily rates (ADR), and optimizes revenue per available room (RevPAR). Peter Waters of Amadeus predicts hotels moving from room-sellers to merchandisers. For implementation, ABS complexity and the potential revenue benefit must be weighed, advises Andrew Rubinacci of FLYR. Priya Rajamani of Stayntouch emphasizes ABS can be integrated with existing technology. Hoteliers should evaluate tech capabilities, understand their property's unique attributes, assess market demand, consider staff impact, perform cost-benefit analyses, pilot the program, and be patient with adoption, following the crawl-walk-run approach.
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