People that shop around for hotels are looking for VALUE... but how do you communicate that to people in digital channels? Value is an abstract concept to begin with and even the most experienced marketers find it hard to define. At the same time, "value" is what consumers are looking for when they search OTAs and TripAdvisor for hotels. They are looking for a good deal (but that does not mean it's the cheapest).
The best VALUE is not always the cheapest rate... in fact, some people might way it's never the cheapest. Very often low price equals low quality, but that's not good value. A good value is just cheaper than expected... but what is "expected"?!
In this video, we go into more detail on the concept of "value" and why it is SO important for hotels and their guests.