Destinations in the Asia-Pacific region have been warned to avoid discounting to entice western holidaymakers back post-Covid.
Speaking at World Travel Market 2021 ‘East Meets West’ debate, Alan Merschen, partner of international insights at marketing specialists Myriad, urged hoteliers and travel companies to add value rather than slashing prices.
He said: “I am concerned that when Asia opens up there will be an instinct to discount. Yes, Europeans will be looking for a good deal but we need destinations to put together a value proposition rather than lower costs.”
He added: “Don’t be desperate, don’t discount.”
He suggested hotels look at ways to work with local excursion providers or guides in order to package up a “value proposition” rather than discounting.
“The length of stay will be longer [as a result]. It’s got to be a value proposition,” he said.
Merschen added that destinations also need to think about giving holidaymakers a ‘timely’ reason to visit when they are trying to promote post-Covid.
He said: “Having a unique selling point isn’t enough any more. What we need is a timely selling point – why do I need to visit Bangkok now? That’s what needs to change.
“It’s a challenge for destinations but it’s what is going to make their destination a priority, rather than people waiting.”