It sounds good to charge more for hotel accommodation but we in the business of earning a living from the hotel trade know better.

We are the survivors of every idea put to us: charge more, charge less, upgrade, downgrade, advertise, don’t advertise, take car payments, only deal in cash, allow stag and hen parties, don’t allow stag and hen parties.

In Blackpool, at a McDonalds outlet a lady was crying. It turned out she was running away from the city and the debts she had incurred in upgrading her hotel, £40,000 in all. She blames her losses on the fact that other hotels in her road were able to undercut her prices.

The most important lesson one should learn in the hotel business is to please the customers, not the experts.

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