World Panel
Viewpoint28 August 2019

Attribute Based Shopping - A blessing or a bane?

Digital Marketing in Hospitality

— 11 experts shared their view

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Attribute Based Shopping - A blessing or a bane?
CitizenM corridor in NYC
This viewpoint was created by
Klaus Kohlmayr, Chief Evangelist at IDeaS Revenue Solutions
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Charlie Osmondsupplier view
Co-Founder & Chief Tease at Triptease

I love the customer-centred vision at the heart of ABS. The promise of 'infinite SKUs' and stay packages that are experience-led rather than room-led is intoxicating.

For many hotels, the digital sophisticates, these new capabilities will likely be put to good use. For other hotels, I suspect the rewards of ABS are many years away. The practical challenges of delivering a web of attributes in-house, the complexities of correctly pricing both rooms and attributes and the organisational inertia will stymie many optimistic ABS initiatives. 

I hope that the early adopters will quickly identify a killer app for ABS that the rest of the market can follow. In the meantime I'd suggest hotels start to experiment with upsell technologies (like Oaky) as a half-way house and opportunity to identify what attributes their guests will pay more for today.

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