It would be foolhardy for hoteliers to assume all travellers are fixated on the lowest published room rate.
One of the most successful and award winning travel industry advertising campaigns of recent years belongs to American Airlines who claim “We Know Why You Fly!”. The premise of the campaign is to instill a sense of kinspersonship and recognition. Not only recognition of the individual, but also of their [your] differing travel motivations and the needs driving why a particular trip is being taken.
Given that the majority of trips by air involve a hotel stay it’s reasonable to suggest that hotels too should stand behind their own “We Know Why You Stay!” claim. It is also reasonable to suggest that the purpose of the traveler’s trip is the same whether thinking in terms of the hotel or air component of that same trip.