Original scientific paper
https://doi.org/10.20867/thm.31.3.10
Hotel Daily Deals: a Revenue Management Perspective
Katarzyna Minor
; PhD, Senior Lecturer, Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales, UK
*
Stanislav Ivanov
orcid.org/0000-0002-6851-5823
; Professor Varna University of Management, Bulgaria E-mail: stanislav.ivanov@vum.bg Director, Zangador Research Institute, Bulgaria
Miha Bratec
orcid.org/0000-0003-1571-9969
; MSc, Senior Lecturer University of Primorska, Slovenia
* Corresponding author.
Abstract
Purpose—Daily deals (DDs) form part of the current hotel e-distribution landscape and
revenue management tools, yet academia and practitioners lack an understanding of their
proper use. This study explores DDs through a revenue management lens and outlines the key
aspects for successful revenue optimisation through DDs.
Methodology/Design/Approach – Using a combination of grounded theory and case study
research strategies, the paper qualitatively explores the reasons behind the use of DDs, and
maps out how, why, and when they can be used while generating examples from a comparative
case study of Wales and Slovenia.
Findings – The paper highlights the strategic use of DDs to achieve multiple goals, e.g.
boosting occupancy, covering fixed costs and attracting new customers. The paper finds
that the hotel managers’ perceptions of success depend upon the goals originally set out and
the type of DD websites used. Additionally, DDs are valued for supporting occupancy and/
or value-led sales, by a mix of advance and last-minute selling tactics, especially from the
perspective of generating, or safeguarding overall revenue. Lastly, the paper identifies that
performance monitoring and success of the DDs use is measured with a combination of
revenue and non-revenue factors.
Originality of the research – This is the first to study the use of daily deals in a cross-country,
European context. It used the lens of revenue management to investigate engagement,
effectiveness and evaluation processes of daily deals for hotels in Slovenia and Wales.
Keywords
Hrčak ID:
334792
URI
Publication date:
29.8.2025.
Visits: 395 *