Consumer Experiences of Accommodation Deals Purchased via Social Coupon Promotions: An Australian Perspective

Abstract

The growing popularity of social coupons presents new marketing opportunities for the travel industry, with accommodation properties promoting deals to entice new visitors through the promise of a highly discounted stay. While their popularity has been well determined, little is known about the experience of guests who have purchased via these deals. This article explores guests’ evaluations of Australian accommodation properties by travelers who purchased their accommodation through daily deals, otherwise known as “social coupons.” A qualitative analysis of approximately 500 online reviews from travelers who had purchased an accommodation “daily deal” reveals 11 key themes in their poststay evaluations. Key issues integral to the success of social coupon promotions are delivering on the value adds promised, providing deal guests with an equitable level of service compared to nondeal guests, and ensuring that consumers are fully aware of the conditions associated with the deal.

KEYWORDS:

• social coupon
• daily deal
• revenue management
• social media
• online reviews
• price discounting