Sep 7, 2026 · 16 min · 6 segments
Discounting gets heads in beds, but does it drive profitable growth? Does it deliver the right type of guests? What are the risks? In this episode, we sit down with **Jon Siberry**, Revenue Consultant…
Jon SiberryGuest
Ryan HaynesHost
I mean, one of the key things is that we've noticed perhaps more of a staycation summer, maybe a Caucasian, although London's been particularly hot, so haven't benefited from that so much.
Um, but have you seen that as a result, have you seen more British travelers coming and taking these deals?
yeah absolutely um i feel that their strongest market is domestic um i know secret escapes quite a good presence in mainland europe but certainly travel zoo and the other half secret escapes is predominantly domestic as far as i can tell um and you know these are really the kind of people that are traveling to the cities or like you say getting away for their staycations or a couple of days here and there the heat wave was There's no stats to back this up, but again, it's my feeling, my sense that a lot of people took these breaks simply to come and stay in a place that had air conditioning.
But if you didn't, there was no way you were going to be able to buy one because the whole world was sold out.
So there's happily spending, you know, a few hundred pounds to come and stay in a hotel for the weekend just for that bit of respite from the heat.
the opportunity to figure that out then and do some promo around staying in an air con room for a weekend in London, did you? I didn't figure that out in
How has it had an impact on rates then when you're looking at average daily rate?
It was a buyer's market back then, January, February, March, April, even to sort of the very beginning of May.
But certainly, as we got into the summer, spring, summer, that adversity has disappeared.
we've been able to drive rates not massively but we're sort of holding around year on year there's one or two percent increase year on year which is a small you know it's a very small growth but it's very material to the hotels because the other end of the spectrum costs have gone up by five six seven eight percent in in different uh segments so you know every percent to half a percent you can get on the rate really goes towards a contribution to the bottom line so it's very important that we can push those rates as well so yeah
I mean, one of the key things is that we've noticed perhaps more of a staycation summer, maybe a Caucasian, although London's been particularly hot, so haven't benefited from that so much.
Um, but have you seen that as a result, have you seen more British travelers coming and taking these deals?
yeah absolutely um i feel that their strongest market is domestic um i know secret escapes quite a good presence in mainland europe but certainly travel zoo and the other half secret escapes is predominantly domestic as far as i can tell um and you know these are really the kind of people that are traveling to the cities or like you say getting away for their staycations or a couple of days here and there the heat wave was There's no stats to back this up, but again, it's my feeling, my sense that a lot of people took these breaks simply to come and stay in a place that had air conditioning.
But if you didn't, there was no way you were going to be able to buy one because the whole world was sold out.
So there's happily spending, you know, a few hundred pounds to come and stay in a hotel for the weekend just for that bit of respite from the heat.
the opportunity to figure that out then and do some promo around staying in an air con room for a weekend in London, did you? I didn't figure that out in
How has it had an impact on rates then when you're looking at average daily rate?
It was a buyer's market back then, January, February, March, April, even to sort of the very beginning of May.
But certainly, as we got into the summer, spring, summer, that adversity has disappeared.
we've been able to drive rates not massively but we're sort of holding around year on year there's one or two percent increase year on year which is a small you know it's a very small growth but it's very material to the hotels because the other end of the spectrum costs have gone up by five six seven eight percent in in different uh segments so you know every percent to half a percent you can get on the rate really goes towards a contribution to the bottom line so it's very important that we can push those rates as well so yeah
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