Hotels often have plenty of idle room assets and features which remain hidden during the booking process but which guests still desire and are often willing to pay for. Room attributes and features may also vary in value subject to season, guest preferences or purpose of stay. Why would you pay extra for a balcony during a cold season unless they smoke?
The simplification of room inventory as well as OTA practices made hotels very comparable, limiting hotel differentiation and are a key reason why hotels are often being seen as a commodity. In the absence of a strong brand recognition, national star qualifications and customer reviews are the only quality assurance consumers can relate to, prior booking a hotel. As a result of this development, hotels are often dependent on third party distribution (OTA’s) in absence of failing to differentiate their own retail experience and customer journey.