Hot take: Why hotels should discount early | Flip.to x GCommerce

Hotels have long held rate and discounted at the last minute, but Flip.to’s Spacetime data shows guests plan stays for months before they book. Ed St. Onge, President of Flip.to, recommends a modest discount (around 8%) 90 to 120 days out, then raising rates as arrival nears. The result is premium ADRs on the earliest and latest bookings, direct demand captured before the OTAs take over, and more time for revenue and marketing teams to act on real demand signals.