As a society, I think we've largely gotten used to — read that as given up the fight against — being presented with multiple options with different levels of cost at each tier.
Most of us cut cable in favor of streaming services because the cost of cable got too high, plus we ended up paying for channels we'd never watch while seeing we'd have to pay extra for the channels we did.
Now, there are countless streaming services at different price levels. It was at one point simple, but now we have multiple options for ads/no ads, resolution quality, number of devices available for use, etc.
Here's another example. A few days ago, I just booked a flight for a conference in the near future. I picked the type of seat I needed for the relatively short flight, but when it was time to choose my actual seat, I was surprised to find I had significantly fewer seats to pick from within the segment I chose than I've had in the past. When I clicked on a seat that I wanted, I found that the seat, still well within my segment, cost extra and was labeled "wing view."
As I looked it up, I see this isn't new, just new to me. Maybe it's because this particular model of plane made it more noticeable or I've been in different segments for longer flights or because I've used different airlines. Whatever the reason, this was news to me.
Same exact seat. Not extra legroom. Not a higher boarding group, so not necessarily a guarantee at securing overhead storage space. Just a few rows further up. Back of the plane leaves at the same time as the front of the plane.
But its closer to the front, farther away from the restroom in the back, and you get to see the plane's wing. Maybe you get the overhead storage.
Regardless, it got me thinking about all the different ways we break down the cost of a thing into different tiers of quality and pricing. I'm not even going to go into how many things are subscription services now so you're constantly paying to use or license something instead of being able to buy it outright.
It's kind of exhausting.
I mean, I see the positive aspects of it, the "a la carte" model. You're paying for what you're getting, and you don't pay for the extras if you don't want them. On the business side of things, companies aren't providing products or services that cost them extra that end up going to waste.
But it's hard to see the value in this as a consumer at times. Let's say a hotel uses this model. I book a room that I need just for an overnight stay, and I'm out the next morning. I'll grab dinner somewhere else, and I don't plan on going to the fitness center or pool, so my room rate won't include the extra cost of those.
But how do I know that? Sure, I could look up the prices of adding fitness center or pool access to my reservation, but in my mind, that doesn't necessarily translate into savings or value in my mind. If I'm traveling with my family and my kids want to go to the pool, my booking just got that much more expensive. With the way hotel rooms change in rate so frequently, breaking out other amenities as separate costs makes it hard to see the value of just the room itself.
Honestly, this has to be why cruises and all-inclusive resorts are so popular. You pay upfront, and you know what you're getting included. Sure, some excursions are extra, but those definitely feel extra as opposed to use of an on-property amenity.
You can reach me at bwroten@hotelnewsnow.com as well as on LinkedIn.
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