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Dynamic Rate Marketing – Hotelier’s Powerful New Weapon to Shift Share from the OTAs

For more than a hundred years, hotel marketers have used two traditional direct-response advertising techniques: lead-in rate (‘Our weekend rate starts from $199’) or a less than credible rate range (‘Our Holiday Rates are $199-$399’);

You can see the same ‘Rate range’ and ‘Rate from’ approach in the print ad from 1908 as well as in today’s Google AdWords.

Unfortunately, in this fast, interconnected and multi-device world we live in, travel consumers no longer buy into promotions featuring less-than-truthful lead rates or rate ranges.

via Dynamic Rate Marketing – Hotelier’s Powerful New Weapon to Shift Share from the OTAs. – Thursday, 5th June 2014 at 4Hoteliers.

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