The risks of impulse and flash sales sites
Discounting gets heads in beds, but does it drive profitable growth? Does it deliver the right type of guests? What are the risks?
Revenue consultant Jon Siberry of Z Hotels and Sarova Hotels outlines when flash sales help fill distressed inventory versus when they cannibalize direct bookings and erode ADR.
Photo by Hoteliers' Voice Podcast/ Haynes MarComs Ltd
In this episode, we sit down with Jon Siberry, Revenue Consultant for Z Hotels and Sarova Hotels, to uncover the real impact of flash sales and impulse buying in today’s hotel landscape.
Jon breaks down what actually drives results versus what simply erodes your Average Daily Rate (ADR). Whether you're looking to fill sudden distressed inventory or test new market segments, this conversation provides a practical roadmap for executing flash campaigns without diluting your brand.
In this episode, we discuss:
What Works vs. What Doesn't: The exact conditions under which a flash campaign succeeds, and the common pitfalls that burn revenue.
Impact on Rates & ADR: How to structure deep discounts without destroying your rate integrity or anchor pricing.
The "Impulse" Guest Profile: Who actually books these deals, their lead times, and how their behavior differs from direct bookers.
Ancillary Spend & RevPAR: Does a discounted rate lead to lower overall spend, or can on-property upselling make up the difference?
Reviewing Performance: Key metrics beyond occupancy to evaluate whether a campaign was genuinely incremental or just cannibalized direct bookings.
About Haynes MarComs Haynes MarComs is a hospitality technology marketing and PR strategic consultancy and in the past decade has supported and consulted leading tech companies in PMS, RMS, ePOS, booking engines, Marketing, Hotel Representation, CRM, and AI. Haynes MarComs focuses on commercial objectives to support the KPIs for real growth that actually hit the bottom line.
Author and publisher of Hoteliers' Voice Podcast sharing real insight from hoteliers and hospitality professionals in regular weekly episodes on Spotify, LinkedIN, Apple and other podcast channels
Media Contact
Ryan Haynes
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