A new study conducted by the Center for Hospitality Research (CHR) has inferred that the probability of hotel guests finding changes in hotel rates reasonable increased, when they knew exactly what parameters triggered the changes.
The study was carried out at the Cornell School of Hotel Administration by Taylor, a marketing analyst for the Venetian Resort Hotel Casino, under the mentorship of Kimes, a notable professor in Asian Hospitality Management. Eight hundred and fifteen respondents from the U.S. were asked to judge the fairness of eight separate situations involving various hotels.
Kimes said that hotel customers admitted to knowing that changes in hotel rates were inevitable. However, their confidence in its fairness depended strongly on their awareness of the rules that stimulated the rate changes. Other factors such as the hotel brand class and type of trip had very little effect on the consumers’ fairness perception.
Hence, Taylor and Kimes recommend the policy of hotel revenue managers acquainting guests about their pricing strategies through justification of the rates on websites or by encouraging front-desk clerks and reservation agents to do so.
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