For The Affluent: Getting a good deal is a badge of honor

Value added alone is not enough. Early in 2009, many marketers thought that offering “value adds” would be enough – i.e. a four-night stay for the price of three, a resort credit, a free dessert when ordering an entrée, etc. As the year progressed, it was obvious that these initiatives weren’t enough. The overall rate had to be priced right as well.

The winning combination is value add and the right rate.

For instance, for one of our resort clients, we developed a double upgrade promotion (the upgrade is the amenity luxury travelers most value) at the minimum rate. Within 90 days, calls to the contact center were up as much as 40% depending on the resort, and it’s so successful we’re continuing the promotion through the fall. For the affluent, it’s not only a question of being able to afford certain hotel rates, but getting a good deal is a perceived badge of honor – a way of demonstrating to friends and colleagues that they are smart travelers.

By: Karen Weiner Escalera