Taking back control | By Fernando Vives and Ana Morillo
Synopsis
Does the hotel industry have a firm grip on the issue of cancellations? As NH Hotel Group’s Fernando Vives and Ana Morillo explain, if a customer makes multiple advance bookings and only takes a last-minute decision which hotel to actually stay at based purely on price, then factors such as our brand power, customer loyalty, and the guest experience are being left out of the decision making process. Ultimate result: the reinforcement of the commoditization of the hotel business. They argue that we need to take steps as an industry to tackle the issue.
Does the hotel industry have a firm grip on the issue of cancellations? As NH Hotel Group’s Fernando Vives and Ana Morillo explain, if a customer makes multiple advance bookings and only takes a last-minute decision which hotel to actually stay at based purely on price, then factors such as our brand power, customer loyalty, and the guest experience are being left out of the decision making process. Ultimate result: the reinforcement of the commoditization of the hotel business. They argue that we need to take steps as an industry to tackle the issue.