Keywords
discounting, error correction model, hotels, residuals, room rates
Abstract
This case study provides an empirical assessment of the relationship between discounting hotel room rates and hotel financial performance. The dynamics of the lodging industry are accounted for through the adoption of an error correction model. Recent research suggests that the use of discounting room rates may not be an effective pricing strategy as it results in increased occupancy rates at decreased average daily rates, thereby reducing a common financial performance indicator – revenue per available room (revPAR). The recommendation made to hotel managers, then, is to avoid discounting and instead adopt an average rate. This study generates opposing findings and reveals that discounting may be a practical short-term pricing solution that may compensate for market disequilibria. The results suggest that using statistical residuals rather than room rate averages may more accurately forecast appropriate hotel room rates and balance supply and demand. Thus, the recommendation of adopting average room rates may provide incorrect implications for managers in the short run.
Publication Date
8-1-2012
Original Citation
Croes, R. and Semrad, K. (2012). Discounting works. Tourism Economics 18(4), 769-780.
DOI
10.5367/te.2012.0138
Number of Pages
769-779
Document Type
Paper
Language
English
Source Title
Tourism Economics
Volume
18
Issue
4
Copyright Status
Publisher retained
Publication Version
Publisher's version
Copyright Date
2012
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Croes, Robertico R. and Semrad, Kelly J., "Discounting Works in the Hotel Industry: A Structural Approach to Understanding Why" (2012). Rosen Faculty Scholarship and Creative Works. 140.
https://stars.library.ucf.edu/rosenscholar/140