An unapologetic look at Hospitality

Entries tagged as ‘rates’

Parity, is it the answer?

July 1, 2011 · 1 Comment

This site should be called the rate parity blog with how much I am writing about this! But there is just so much discussion sparked by the simple word “parity” (the practice of keeping your product price the same everywhere a potential customer looks) , it seems to be on everyone’s mind. If you read my earlier musings on rate parity in the hotel industry, you will undoubtedly know I don’t understand parity at all. That is… I get it, but I don’t get it. If you know what I mean.

Mattress Sale!Surely keeping your room rate the same everywhere you publish is better than the alternative of dumping your distressed inventory on one or more aggregation sites , watch sales skyrocket but paying large commissions on already deeply discounted rooms, while alienating your customer from your own web site that expects them to book the same room at a much higher rate… (more…)

Categories: Hospitality
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Blame yourself, not the customer!

June 26, 2011 · Leave a Comment

Ever booked a hotel at a great rate only to find an ever lower price the next day? Happens all the time right?

But if the sign outside your front door says 59 dollars, maybe it’s not such a good idea to list your room on mytotallycheaphotelrooms.com.au (yes I made that one up) for 79. That’s what happened to an obviously annoyed tripadvisor reviewer.

…and if we had not paid in advance, we would have moved on. Rate we paid was around $79 and when we arrived there was a sign outside advertising rooms “from $59”. I feel we vastly overpaid for what we got.

Oops! But what is really surprising is the response from the management of the property.

If you paid a 3rd party agency in advance, we are unable to accommodate that kind of issue. Booking direct with ANY hotel is always the best method of booking.

Come again? No, it’s highly unlikely that this guest will come again. I have no idea what happened here, but not refunding because the room was booked through a third party agent, really? Of course I have no idea which third party agent the customer booked through, but it seems to me that the hotelier padded the room rate with the commission he is paying out to the OTA.  Of course booking direct is sage advice, but not as an excuse for your unwillingness to accommodate a customer.

NO REFUNDSYou are the master of your domain! You set those rates on the various channels, or at the very least should be aware of how you allow third parties to adjust them. To the consumer it makes no difference. We all make mistakes, but this could have easily be turned into a positive.

While we do indeed offer rooms at a lower price, one of those rooms would not have accommodated your party as they contain only single beds without room for a roll-away.

It’s sad to see that in an industry dedicated to people’s comfort this kind of stuff is going on. Worse yet, that we hide behind 3rd party agencies to cover our own shortcomings and even feel the need to do so on a review web site with millions of visitors. But… this is the beauty of social media. The customer has a voice. It’s now our job to learn to deal with that voice. Of course anyone that puts a sign in the lobby saying “Absolutely NO refunds without Manager’s approval” may have a hard time with that learning process!

What are your horror stories about dealing with unhappy customers? Leave a comment and let me know.

Categories: Hospitality · Social
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