Hotels often have various room assets and features that remain hidden during the booking process, even though guests still desire them and are willing to pay for them. The value of these attributes and features may also vary depending on the season, guest preferences, or purpose of stay. For example, why would someone pay extra for a balcony during a cold season unless they smoke?
Unfortunately, the simplification of room inventory and the practices of Online Travel Agencies (OTAs) have made hotels highly comparable, limiting their differentiation and leading to them being seen as commodities. Without strong brand recognition, consumers rely on national star qualifications and customer reviews as the only quality assurance before booking a hotel. Consequently, hotels often find themselves dependent on third-party distribution (OTA's) because they fail to differentiate their own retail experience and customer journey.