Influence, the Psychology of Persuasion. There is more value in this $10-book than in any Marketing course, webinar, seminar, whatever-inar you might have taken in the last 10 years.
One of the countless principles explained in the book is called Anchoring.
In the video I explain what Anchoring is, why it is so important and how can we use Price Anchoring to boost the perceived value of our hotel rooms in the eyes of the prospective customers.
NB: this is one of the very few things that I talk about… without having tested it in full.
This is because Price Anchoring is also quite limited in the Hotel Industry because technology providers, specifically Booking Engines providers, have not yet designed their tools to support such a technique.
In fact, even though the book was first published in 1984, many of the teachings in there remain unknown to many.
To be honest, I had planned a test early in 2020, just before the pandemic happened, screwing up all my good intentions 🙂
Promised, I will test it myself as soon as the conditions will let me.