In exchange for lower room rates, one hotel brand is charging for other perks — like early check-in or pool access — that guests pay for only if they want it.
“By going to an a la carte menu, it allows people to customize their experience and get exactly the product that they want when they want,” MCR Hotels Chairman and CEO Tyler Morse recently shared with Yahoo Finance Live. “Consumers always have a choice in the matter.”
The model is being piloted in several independent, non-branded MCR Hotels, Morse said, and feedback has been positive, so far. The new pricing strategy isn’t dissimilar to how airlines began charging for luggage, he said, noting it took some time for flyers to accept the ancillary fees.
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