Suite deals: 5-star discounts from 5-star hotels

Desperate times call for desperate measures. Hard-hit premium hotels are asking customers to book rooms directly, bypassing online intermediaries, and offering unheard-of discounts and freebies, after occupancy and revenues pan-India fell sharply from healthy numbers in February. Last week, when a 30-something woman was making a booking at a five-star Delhi hotel for a staycation in June, she had a “suite surprise” waiting for her. Even though she used an online tour operator (OTA) to book, the hotel reached out to her and offered a 35% lower rate if she cancelled her booking and booked directly with the hotel.82873298High-end properties are hard-selling their facilities, not only with lower rates but also added amenities. They are encouraging guests to bypass OTAs because, say executives, sharing a commission with intermediaries puts even more pressure on revenues in these tough times. Plus, they say, it allows them to offer larger discounts to guests. Add-ons and Staycation PackagesDiscounts are topped by other offers. A luxurious buffet spread in the room, or a three-course dinner and even airport transfers, all built into the tariff. Staycations, the largest source of business for city hotels last year, saw a massive dip during the second Covid-19 wave and such offers are being seen as the only way to bring back customers, say executives. Five-star hotels have also introduced better loyalty programmes and staycation packages at lower costs for longer sale periods.A Variety of OffersIndian Hotels Company’s Taj Hotels is giving 25% off to members who book directly. There is also a ‘Dream Drive Discover Delight’ for non-members, which offers free cancellation and all-meals-included packages in higher category family rooms.The Leela said it is giving an “unprecedented 33% discount” for guests direct-booking till September 30, in curated offers. Marriott Hotels has a unique offer for every one of its hotels across the country. Lemon Tree Hotels is running eight different types of offers as well. Nonetheless, hotels know business can get worse. For the Radisson Hotel Group, business across portfolios in tier I, II and III markets stayed low throughout April, but May appears to be worse. Business from the now-suspended Indian Premier League (IPL), film units, cruise line guests has dried up.Zubin Saxena, vice-president, operations, South Asia, Radisson Hotel Group, said, “Rates have been significantly impacted and will take about three years to go back to pre-pandemic levels. We are yet to see the full impact of the second wave and how recovery will look.”

from Economic Times https://ift.tt/3fdOWgJ