Evaluation of the price-value perception of customers in Swiss hotels

In recent research on the competencies required to manage revenue effectively, it was discovered that, in order for hotels to manage revenue and price rooms according to willingness-to-pay, it is crucial to have a strong understanding of what the various hotel guest segments value. This paper discusses a study that analysed the pricing strategy in Swiss hotels. The basis on which the hotels price their rooms/products is revealed as being quite different from the customers' perception of price in relation to the value they feel they receive. The study was conducted using a group of hotels in several Swiss cities, where a series of 168 interviews with different customer segments were completed. A conjoint measurement software was used to design segment-specific questionnaires.