Why do guests abandon their bookings at the final click, or bypass your highest-margin dishes for the safest, cheapest option? In this episode, Dawn Gribble dissects the subconscious friction running through your guest journey. Moving through the five stages of hospitality decision-making—Dreaming, Planning, Deciding, Experiencing, and Belonging—we unpack how behavioural economics, loss aversion, and choice architecture protect your average room rate and gross profit.
Read the full written breakdown in our Hospitality Marketing Insight newsletter
📌 The Psychology of Decision Making
In an article for Hospitality Net, Dr Rocio Montero argued that hotel revenue management has become data-rich but “psychology-poor.” Modern pricing algorithms drive aggressive rate fluctuations, yet operators routinely overlook fundamental behavioural economics—specifically
🎟️ Decision Optimisation Blueprint
Guests compare raw prices when your booking page or menu gives them nothing else to judge. Consider how this plays out in practice:
