Industry Update
External Article23 August 2019

Careful what you wish for: Attribute-based selling isn't all it's cracked up to be

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Hotels are always looking for new ways to sell their inventory - often based on anything other than guest behavior. They get surprised when these tactics don't take off, or when they backfire spectacularly. This occurs so frequently, it's hardly worth mentioning. Which brings us to attribute-based selling.

As someone who sells hotel rooms for a living, I'm generally in favor of finding better ways to merchandise our inventory. Hoteliers of all stripes should continually look for opportunities to improve the guest experience, offer greater value and, if you can manage it, shift share from higher-cost channels (ahem, online travel agencies) to direct revenue.

I'm just not convinced attribute-based selling meets those criteria.

Read the full article at Phocuswright, Inc.

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