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Hospitality Net
11 hours ago
- Business
- Hospitality Net
Is last-minute discounting good or bad for hoteliers?
A recent polling 'Would you drop your price or run a last minute OTA promo?' and related discussion on LinkedIn prompted my comments on this age-old dilemma in hospitality. The question is: Is it a good revenue management practice to offer last-minute discounts in your publicly available distribution channels like hotel website, OTAs, GDS, social media, digital marketing, etc.? Last-minute discounting in hospitality are not a new phenomenon. There have been many attempts to find a way to dispose of these empty rooms at any cost. Theoretically it makes economic sense: it is 4PM, I have 20 empty rooms, and if I sell them at 50% off BAR, I will still be making some money from my otherwise perishable inventory, right? Wrong! Last-minute discounting in hospitality is not sustainable as this approach jeopardizes existing and already researched-and planned bookings from all other distribution channels (hotel website and mobile app, voice, OTAs, GDS, corporate transients and groups, SMERFs, wholesalers, etc.). Typical leisure and unmanaged business travelers engage with multitude of different digital touch points (Google Research claimed 48 such touch points) and are shopping around like crazy pre-, during and post the Booking Phase of the digital customer journey. How would they react when they find out that the $200 room they booked a week ago could now be booked for $125 on the property website or an OTA? In my view, last-minute discounting is a super lazy and rookie approach to revenue management and a sure downward spiral to hotel insolvency. One question: why airlines and car rental companies never engage in last-minute discounting? Because they are smart and understand that whoever books the last minute has either urgent need or urge to travel and is willing to pay more to satisfy this need or urge. As a matter of principle, all major hotel chains avoid last-minute discounting since it is against best revenue management practices, contractual obligations with third-party distributors, preferred corporate accounts, group rate contracts, etc. Hospitality should finally learn something from the airlines who invented revenue management more than half a century ago (they call it yield management): the closer to the departure date, the higher the airfares! What Should Hoteliers Do to Avoid Last Minute Discounting? To begin with, if hoteliers are doing everything right in the direct online channel, the hotel would not need to use last-minute discounters. Instead of relying on last-minute discounters, hoteliers should invest in the direct online channel and make it a mission to decrease dependency on OTAs and intermediaries. The only time to engage in any kind of discounting is for a) advance bookings, b) CRM marketing promotions, and c) selling on value and not on rate alone. Advance Bookings : reward your guests for booking early and allowing you to have peace of mind with solid business on the books. Offer 10%-15% discounts for non-refundable 14- or 21-day advance bookings, based on your property's booking window. : reward your guests for booking early and allowing you to have peace of mind with solid business on the books. Offer 10%-15% discounts for non-refundable 14- or 21-day advance bookings, based on your property's booking window. CRM Marketing Promotions : With a solid CRM database and CRM technology fully integrated with your PMS, you can do a targeted CRM promotion for a need period, targeting people living within driving distance or reasonable travel time from the property who do not have an existing reservation for the need dates. For example, you can send a promotion on Monday-Tuesday for the upcoming weekend that is 3-4 days ahead. CRM promotions allow one-to-one marketing, without exposing your discounted rates to the public and to customers who have already booked or are planning to book your property. : With a solid CRM database and CRM technology fully integrated with your PMS, you can do a targeted CRM promotion for a need period, targeting people living within driving distance or reasonable travel time from the property who do not have an existing reservation for the need dates. For example, you can send a promotion on Monday-Tuesday for the upcoming weekend that is 3-4 days ahead. CRM promotions allow one-to-one marketing, without exposing your discounted rates to the public and to customers who have already booked or are planning to book your property. Selling on Value: The hospitality industry needs to relearn how to sell on value vs price alone! The OTAs are the masters of selling on price, hoteliers have no chance outwitting or outspending them in their marketing efforts. But selling on value? This is where hoteliers can truly outwit the OTAs and provide real value to your customers. In place of 'naked' rate discounts and last-minute deals, come up with weekend specials, de-stressing and spa packages, family packages, museum packages, romantic getaways, girls getaways, activity packages, special occasion and F&B packages and promotions, work-from-hotel packages, limited time offers, advance purchase promotions, packages with complimentary amenities and upgrades, loyalty member promotions, etc. that you can use to target your local, short-haul and drive-in feeder markets? In conclusion Revenue management 101: the closer to the arrival date, the higher the rate. Whoever books the last minute has either urgent need or urge to travel and is willing to pay more to satisfy this need or urge.
Hans India
07-05-2025
- Business
- Hans India
Google's New AI Feature ‘Simplify' Now Available for iPhone Users
Google has officially launched a new AI-powered feature for iPhone users called Simplify, designed to make reading and understanding complex online content significantly easier. The tool, integrated directly into the Google app, uses the company's Gemini AI technology to transform dense, technical language into plain, readable explanations—without the need to switch tabs or leave the website. According to Google, early users found the simplified versions of text 'significantly more helpful than the original complex text,' although the company acknowledges that its research 'has limitations' and that 'ongoing vigilance' is essential to ensure accuracy. Developed by Google Research, Simplify aims to provide quick, reliable summaries that maintain key information while making dense language accessible for everyday readers. With a strong focus on user experience, the feature encourages iPhone users to stay within the Google ecosystem when trying to decode complicated topics, potentially steering them away from third-party AI services like ChatGPT. How Simplify Works To activate Simplify, users browsing in the Google app simply need to highlight any portion of text, after which a Simplify icon will appear. Tapping it instantly generates a clearer, more reader-friendly version of the selected passage. A real-world example shared by Google illustrates its capability. For instance, a sentence such as: 'The economic ramifications of quantitative easing manifest through intricate shifts in bond yields, liquidity injections, and asset price distortions.' Would be simplified to: 'Quantitative easing affects the economy by lowering interest rates, increasing money supply, and changing the prices of financial assets.' The tool is currently rolling out in phases for iOS, so it may take some time to reach all users. As of now, Google has not confirmed whether an Android version is on the way. With Simplify, Google is offering a more accessible AI solution for users who frequently engage with dense, technical, or scientific content online.
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Business Standard
07-05-2025
- Health
- Business Standard
Google app for iOS gets AI-powered 'Simplify': What is it and how it works
Google app for iOS gets a new artificial intelligence-powered feature to make complex content filled with jargon into a simplified version for easier understanding. Called 'Simplify,' the feature is available in the Google app for iOS. According to Google, Simplify uses AI to make dense text on a web page easier to interpret without redirecting the user to another page. This feature will especially benefit users who are reading up on any technical topic and are facing a tough time comprehending what's written in front of them on the screen, said Google. With the help of AI, the Google app will present the content in a very simplified manner for iOS users. Google Simplify: How does the feature work According to Google, Simplify uses an innovative prompt refinement method created by Google Research and is powered by Gemini to break down complex text into more understandable language while preserving essential information. Google in a blog post wrote that, in testing, users reported that the simplified versions were notably more useful and improved their ability to remember the content. Google Research in a blog gave an example of how this feature works. If a user comes across this paragraph while surfing the web: 'The complex pathology of this condition involves emphysematous destruction of lung parenchyma, diffuse interstitial fibrosis, changes in the composition of lung immune cells, increased production of immunomodulatory factors, and the prominent remodeling of pulmonary vasculature.' The AI-powered Simplify feature would present this content as: 'This complex condition involves damage to the lung tissue from emphysema, a disease that damages the air sacs in the lungs, and widespread scarring of the lung tissue, called fibrosis. The immune cells in the lungs change, and the body makes more immunomodulatory factors, substances that control the immune system. The blood vessels in the lungs also change a lot.' Google Simplify: How to use Open a web page with complex text in the Google app. Highlight the portion of text you want simplified. Tap the 'Simplify' icon that appears on the screen. View a clearer, easier-to-understand version of the selected text. Continue reading with improved comprehension.
Hindustan Times
07-05-2025
- Hindustan Times
Google app for iOS gets new feature to simplify complex terms- Know what it is
Remember the time when understanding medical or complex terms on Google Search was tricky due to several technical jargon and terms being used. Well, this will not be the case anymore as the Google app for iPhone users includes a new AI-powered feature called 'Simplify', which uses Gemini to convert complex texts on the web into a more easily readable or understandable form. This feature will enable users to digest technical information in a simpler form, enabling users to grasp medical, engineering, law, and other terms seamlessly. This will also benefit users to reduce follow-up research or to rely on any third-party AI app to understand text and complex terms. Know more about how the 'Simplify' feature will work on the Google app for iPhone users. iOS users can now take advantage of the Google app to understand technical information easily with this new AI feature.(Google) Also read: Google to introduce UWB support for Android Find My Device with 4x speed boost: Report Google is smartly integrating its AI features into its services, bringing easy access to users. Now, iPhone users who heavily rely on the Google app for web search get a new AI-powered feature called 'Simplify'. As the name suggests, the feature converts complex or technical information on the web into an easily understandable form, enabling users to grasp text without the need to make a follow-up search to understand complex terms. Reportedly, Simplify, which is developed by Google Research, leverages the Gemini AI model to bring a simpler form of the highlighted text. Therefore, anyone, irrespective of educational background, can understand technical jargon. Google Research team picked 4563 participants for topic expertise and 'used 31 diverse, real-world text excerpts across domains known for complexity: medical research, biology, law, finance, literature, philosophy, aerospace, and computer science.' These participants helped examine the accuracy of the simplified version of complex text across topics. Also read: Google doodle brings the half moon to life with interactive card game: Here's how to play While we cannot see the feature on the Google app yet, but the blog post shared by Google highlighted that it has started to roll out for iPhone users. To access this AI feature on an iPhone, open the Google app on your iPhone while making a web search. Then select the paragraph, sentence or text which you want to be simplified for easier understanding. After highlighting, a pop-up will appear, and then click on 'Simplify'. Then Gemini will take a few moments to provide a simplified version of the text. However, it should be noted that Google has not confirmed if this Google app feature will reach Android users with upcoming updates. Mobile Finder: iPhone 17 Pro Max LATEST specs, features, and price
India Today
07-05-2025
- Health
- India Today
Google will use AI on iPhone to simplify search results and web articles for users
Google launched a new AI feature -- Simplify -- for iPhone users. As the name suggests, the feature uses AI to help simplify complex information in a much easier way, directly within the web page they're viewing—without needing to open a new tab or leave the site. According to Google, people involved in early testing found the simplified text 'significantly more helpful than the original complex text,' though the company admits the research 'has limitations' and cautions that 'ongoing vigilance' is needed to catch any inaccuracies. By baking this feature into the Google app, the company appears to be encouraging users to rely on its ecosystem for understanding complex information, rather than turning to other services like OpenAI's ChatGPT. Google's Simplify feature for iOS app Powered by Google's Gemini AI and developed by Google Research, Simplify is designed to translate complex, technical language into clearer, more accessible explanations—without omitting essential information. A post on the Google Research blog also gives a real-world example. For instance, a sentence like: 'The complex pathology of this condition involves emphysematous destruction of lung parenchyma, diffuse interstitial fibrosis, changes in the composition of lung immune cells, increased production of immunomodulatory factors, and the prominent remodelling of pulmonary vasculature.' Simplify would rewrite it as: 'This complex condition involves damage to the lung tissue from emphysema, a disease that damages the air sacs in the lungs, and widespread scarring of the lung tissue, called fibrosis. The immune cells in the lungs change, and the body makes more immunomodulatory factors, substances that control the immune system. The blood vessels in the lungs also change a lot.' How to use To use the feature, simply highlight any text while browsing in the Google app, and tap the Simplify icon that pops up. This will instantly provide a clearer version of the passage for easier reading. That said, the feature is rolling out in a phased manner and can take some time to arrive at your iPhone. Currently, Simplify is rolling out to users on iOS. However, it remains unclear whether or when Android support will follow. Google I/O 2025 event Google's new Simpify feature could also be a warming-up gesture for its upcoming mega event, Google I/O 2025. The event is confirmed to kickoff on May 20 and is expected to unveil several more Gemini AI features. The tech giant has also introduced new updates to its "most intelligent AI model", the Gemini 2.5 Pro I/O edition, simultaneously with this feature. Google says this iteration offers significant enhancements in 'code transformation, code editing, and developing complex agentic workflows.' It serves as an evolution of the initial 2.5 Pro release that debuted in late March. Read more about the new Gemini 2.5 Pro I/O edition here.
