Title

Are You Willing to Pay More for Branded Amenities in Hotels?

Document Type

Conference Proceeding

Publication Date

4-5-2018

Publication Title

WDSI 2018 47th Annual Meeting

Publisher Location

Kaua'i, Hawaii

First page number:

243

Abstract

Maximizing sales is important for increasing revenue. Since hotels mostly operate by advance reservations, upselling through in-person sales is challenging. Amenities, however, are barely used as the upselling tool, considering as necessary, but complimentary items for a hotel product. This study investigates the impact of amenities on willingness to pay more for a hotel when offering branded products. The results of this study show that branded amenities have a positive impact on willingness to pay more and the effects are significantly different by hotel classes. Conversely, guests are willing to pay less when non-branded in-room amenities are provided, instead.

Disciplines

Hospitality Administration and Management

Language

English


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