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also says that channel pricing differences , breaking with rate parity , is a hidden one to keep an eye on .
“ The current financial health of the industry will force some crazy new things coming ,” Levie says . “ Yes , à la carte will grow further , but not as blatantly as the airlines served to the guest .”
Offering a bit of an outsider ’ s view on the topic is Greg Miller , vice president , Lodging and Experiential Leisure Equity Research for Trust Securities in New York City , who says with leisure demand so strong today in many markets and guests paying up for suites , some hoteliers have the opportunity to test out à la carte pricing . “ The best candidates in my view are hotels and resorts with strong luxury leisure occupancy , especially independent properties ,” Miller says . “ I also view uniquely focused hotels such as at airport terminals more able to charge for specific amenities , given the short length of stay and atypical check-in and check-out patterns . As for branded select-service hotels , there may be too much competition in many markets for à la carte pricing to be easily implemented . There may also be heavy pushback from corporate accounts – we shall see .”
Miller ’ s gut feel is à la carte charges may resemble the daily amenity fee at urban hotels – not universally adopted , segments of demand that don ’ t pay it ( negotiated corporate and some groups ), and where some brands will be stringent on the value proposition before allowing charges . “ I also wonder how much these efforts relate to owner concerns about margins if / when hotels are forced to pay up to re-staff . The margins on some à la carte charges may be high .”
Miller adds that à la carte charges that seem most justifiable to both guests and owners may have the best opportunity for wide implementation . One example he cites is charging for late check-out : “ Technically an extension of the rent of real estate and an unplanned operations change to prepare a room expeditiously for a new arrival .”
Marriott International in October re-launched free breakfast at four of its selectservice brands without considering an upcharge .
12 hotelsmag . com November / December 2021