September 19, 2017
New Expedia CEO has a hard act to follow
Everyone at Expedia says Okerstrom will carry the company in the same direction it’s been going. But Expedia’s fleet of websites doesn’t have open waters ahead of it.Read more
While many debate whether flash-sale sites create enough of a return for hotels, successful operators are focused on capturing value-driven customers and ensuring they return. It’s a bonus if the repeat customer books direct the second time around.
In a recent survey commissioned by LivingSocial Escapes, 70% of customers responded that before seeing a LivingSocial Escapes promotion they didn’t intend to travel. More than 80% who purchased a roomnight from Living Social had not been to that specific property before.
To Dave Madden, GM of LivingSocial Escapes, that signifies that flash-sale sites drive incremental demand. “We’re putting something more than just a roomnight in front of people who never knew this place existed and try to inspire them to come,” Madden told HotelNewsNow.com during a break at the PhoCusWright Conference last week. “Would those people have taken a trip? Maybe, maybe not. But they weren’t in market.”
Madden said the most successful hoteliers are the ones who can convert consumers into repeat, long-term guests.
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