Guests want value (perks) not a bargain (discount)

Want to entice more browsers to book with your property?

Heres quick tip related to maintaining brand perception and equity through structuring your offers and language:

DO NOT offer discounts.

While this may seem appealing at first, in our opinion it’s the lowest form of attraction for a potential guest.

Your perceived value as a property will be degraded, and guests will have a very different expectation towards your brand and values.

Almost as important, it eats up your margin.

What to do instead?

Offer PERKS & BENEFITS

Keep your rate as is (which should be the best rate, not discounted), however offer some interesting and unique bonuses (equal to the value of the discount you were prepared to offer).

The guest will feel like they’re part of a special club gaining access to these rewards and see more value in the price that they’re paying.

Your brand integrity will be maintained, and the guest will believe they are getting MORE than what they paid for (as opposed to paying LESS for what they initially thought).

This is all about creating value (perks) vs offering a bargain (discounts).

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