The Revenue Integrity
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Special offer management
RM Practical Guide – Chapter 7
Special offer management is a widely used lever in the tourism industry, yet it is often underutilized or poorly managed. Between opportunistic decisions, tactical initiatives, and strategic planning, practices vary significantly from one company to another. However, many professionals recognize that their processes remain insufficiently structured, with limited feedback, inadequate measurement tools and a lack of creativity.
This chapter provides a practical overview to help you understand the true purpose of special offers, how to design them strategically and how to effectively measure their performance. You will discover methods to move from one-off initiatives to a fully integrated Revenue Management tool, capable of optimizing your revenue while avoiding common pitfalls.
What you will learn from this guide:
→ When and why to launch a special offer, beyond commercial or opportunistic reflexes.
→ Best practices for building an effective offer: targeting, discount level, communication, and internal coordination.
→ How to avoid dilution and cannibalization and preserve the value of your revenue.
→ Key indicators for measuring the actual performance of an offer and drawing concrete lessons from it.
→ Essential rules for professionalizing offer management within Revenue Management.
