This is not my first experience of this phenomenon, and probably not the last – but the most recent. Every October, my family and I used to stay in a certain well known hotel in Scotland for a relax break from our hugely busy workload. This year we didn’t go to that hotel. Why? Here’s why.
The hotel we usually went to, which we loved and thoroughly enjoyed, allowed its flash sales strategy to override its core customer sales and marketing strategy. We used to ask for the same room, we got it, they knew us, we spend a lot of money, all the time we had to make all the running, but October 2011 almost ended the relationship there and then. We went and were confronted with a lovely hotel full of ItIson/KGB customers, swilling lager in the bar, shouting and disturbing other guess, eating in a rosetted restaurant in jeans and sweatshirts, no socks, trainers you name it – it was repulsive.(for us, clearly not for them)
And do you know what – this time we never ever got an email from that hotel , inviting us back, keeping in touch with us, a newsletter, – nothing. That ended the relationship and the loyalty. We will never be back. In future we will stay in a competitor hotel which doesn’t ‘do’ flash sales. needless to say, this hotel is continuing to pursue an aggressive flash selling policy.
The worst of it was, we were paying more than three times the rate of the flash sales mob that had taken over the place.
HOTELS SHOULD NEVER ALLOW THESE FLASH SELLING SITES TO GET IN THE WAY OF THEIR CORE CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY. It’s short term greed for potential long term pain.