Adrian was having coffee in the resort’s restaurant with Damario, the resort’s revenue manager. They were discussing an idea Damario had presented at the last Strategic Pricing and Revenue Management Advisory Committee meeting. Essentially, Damario had worked with the hotel’s sales and marketing department to devise a “through-the-week” package targeting active senior travelers.

Adrian wasn’t convinced it was a good idea.

“I’m at the desk when they check in,” continued Adrian. “Those folks do have money.”

“You’re right,” said Damario. “Senior travelers are typically among the wealthiest of all the markets that we target.”

“Then why offer them special discounts?” asked Adrian.

“Because we have empty rooms,” replied Damario. “Seniors have money, but they have something even more important to us. They have time.”

“Time?” said Adrian.

“Time. They have worked all their lives and have had longer to save, so they have more disposable income. That’s still true, even after the most recent economic downturn. And lots of them love to travel. Of course, seniors also love discounts. Every group does, and that includes those with plenty of money. But seniors are also in a position to book with us at the last minute. They can vary their travel plans. They have no kids to worry about taking out of school. No limit on when they can get off work, because they already are off work. Permanently. And weekend travel is nice, but weekday travel is just as nice for most of them. They have the freedom to choose.”

“Let me ask you, when is our hotel least used?” said Damario.

“Weekdays,” replied Adrian. “We’re booked solid most weekends. You know that.”

“O.K. When do we need flexible date travelers?” asked Damario.

“Through the week,” said Adrian slowly. “Now I get it.”

1. Assume Damario is successful in "selling" the idea of a discounted thru-the-week package for seniors to the rest of the revenue committee. What specific fences would you recommend he construct to optimize the hotels' revenues from this program?
2. Recommend two specific product offerings (one package and one rate-only)