Hotels getting desperate


Are you wondering what the hotel industry is like during this economic slowdown? Here are a few phrases that may provide a clue:

In a short article tucked away The Wall Street Journal today, there is an interesting marketing idea being presented: using vouchers to bring in paying guests. But to me, the new plan to give away vouchers for free gasoline as a means to bring in guests is not a very exciting idea. In fact, how many ways and in how many languages can you say stupid?

If lower costs do not drive hotel bookings, does the brilliant marketing team at Sleepin' Now & Sellin' Later think that there is any possible way to bring up occupancy with a $50 carrot? I don't think so.

While Marriott (NYSE: MAR) has been suffering, the standard ideas to help bring up shares hold true:

  • Cut employees
  • Slash Costs
  • Look for a merger opportunity
  • Sell unproductive properties
  • Increase customer service and loyalty

Other than that, good luck. An economic recession is not going to be avoided with a $50 voucher. Sorry.

MAR

Andrew Horowitz is a money manager and author of The Disciplined Investor. He discusses similar economic issues with Robert Reich in the most recent episode of The Disciplined Investor Podcast.


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