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Using ‘fenced’ deals to compete with OTAs

04/10/2013| 10:56:21 AM| 中文

Hotels can use “fences,” also known as closed user groups, to segment a hotel’s customer base and offer promotions to specific groups of people within that fence.

REPORT FROM THE U.S.—Amid the larger discussion of whether rate-parity agreements are beneficial for hotel room suppliers, many revenue managers are using creative, out-of-box thinking to offer discounted promotions to segmented groups of travelers.

One strategy is using “fences,” also known as closed user groups, to segment a hotel’s customer base and offer promotions to specific groups of people within that fence.

Online travel agencies have long used the tactic successfully, targeting a consumer group and giving those travelers access to an offer that non-affiliated general consumers wouldn’t receive.

Read full story at: http://www.hotelnewsnow.com/Articles.aspx/10223/Using-fenced-deals-to-compete-with-OTAs

TAGS: hotel booking | OTA
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