Hoteliers concerned about the long-term impact of discounting on brand

Hoteliers concerned about the long-termHoteliers concerned about the long-term impact of discounting on brand PR Newswire LONDON, Oct. 23, 2013 - 81% of hoteliers discount more than five years ago Hoteliers are becoming wary of discounting and frequent sales as they evaluate the long-term effects on brand perception, a survey of European hoteliers carried out by Hotwire.com® reveals. Seventy-five per cent of hoteliers indicated that discounting is having a negative impact on their brand.* Five years ago, as the recession hit and consumers began tightening their purse string, hotels have responded with discounts and sales. Consumers have quickly become addicted as shown by the Hotwire® 'Britain on Sale' report released earlier this year: more than half of today's consumers never or rarely pay full price when they shop, 57 per cent use discounts and buy items on sale, and 90 per cent say they will continue to look for discounts and sales in the same way even if their economic situation improves.** Consumers have become hooked on sales causing some hotels to worry that maybe they've gone too far. "Hoteliers are concerned that if their brand is seen as 'always on sale', it will be devalued and end up going the way of other companies and industries where consumers are never prepared to pay a premium," Michelle Rosinsky, senior manager at Hotwire.com commented.