Hotel flash sales consumers: Who are they?

What is it about?

This article compares personality traits of customers who book hotel rooms via flash sales websites (e.g., Groupon, LivingSocial, etc.) to customers who purchase via other distribution channels.

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Why is it important?

This study is important because it presents the first attempt to build the profile of hotel flash sales customers. Results reveal that hotel flash sales consumers were more likely to be quality conscious, variety-seekers, and market mavens when compared to other consumers. In addition, and contrary to hotel managers’ assumptions that flash sales consumers are price conscious, no profile difference was observed between these and other consumers.