Hotel Flash Sales: Engagement At Any Cost?
By Ann Manion President, Hotel Advantage | August 28, 2011
Recently, the following message appeared on my Tweetdeck:
- @HOTELADVANTAGE REGARDING GOOGLE OFFERS: SHOULD HOTELIERS HOP ON, OR DOES IT AFFECT INTEGRITY?
This led me to examine how online companies are using hotel guests' collective buying power to lure them into a new era in online booking.
The Daily Deals Landscape
The four companies that lead in online couponing are Groupon, Living Social, Facebook Deals and Google Offers. Each started out catering mainly to small businesses, feeding consumers a heavy diet of discount massages, half-price Pilates classes and sushi on the cheap. Soon after, small inns and B&B's jumped on board to gain instant exposure and put their property on the map.
Things continue to ramp up, and hotel guests are being influenced by marketing campaigns that tell them to bid bon voyage to full fare rates and grab hotel deals in real time.