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The Real Danger of a Price War

Published Tuesday, September 15, 2009

Right from the beginning of the current economic crisis, consultants, industry experts, hoteliers and revenue managers have been arguing about discounting, citing “the mistakes of 2001”. While the advice to avoid discounting is based both on experience and consumer behavior research, hotels are a business and must generate revenue. What else can you do if your competitors discount and your market share starts dropping? Experts point to the time it took rates to recover after 9/11 and imply that the danger of price wars during a recession is the difficulty in pulling rates back up ...

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