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Hotels which allow customers to personalise their
choices and experiences gain brand loyalty, with
many hotels’ service values and rewards programs
appearing very similar.
As guests demand more tailored accommodation experiences,
a ‘customerchoice’ pricing model could
help deliver the ideal product to the ideal guest at the
ideal price. Through sophisticated data analytics and
a more detailoriented online booking experience, this
next level of dynamic, bespoke pricing can become a
tangible reality.
Today’s hotel guests may appear to be fixated on
price, but really, they want more than just a place to
sleep. In a customerchoice pricing model, each
guest would be given more options in the online
booking environment. They can select the individual
components of a room they want and leave off the
ones they don’t, either spending extra or getting a
cheaper rate in the process.
Features that are currently invisible during booking
could now be brought to the surface as part of the
decisionmaking process. This will help drive differentiation,
meaning there will be less emphasis on direct
price comparison with competitor products
being marketed as the same thing, despite their
many differences.
Customerchoice pricing can help Indonesian based
hotels secure new bookings in an era where personalisation
is no longer just desired but demanded by
consumers. Through offering guests, the option to
make selections to their stay (adding and removing
items based on their preferences) on their own,
they will be more appreciative of the value they receive
for the money they pay.
For more information, please visit: www.ideas.com
By implementing customerchoice pricing, hotels
can separate and categorise all their products and
services into components of value.
HOTELIER INDONESIA 46th | VOL 31 | 2020 9
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