In an attributed-based model, the concept of room types is eliminated; instead consumers select from a list of attributes – for example a king bed with a sea view on a high floor – to creating a room that meets their needs. Each attribute adds an incremental price to the base room rate. This already exists as a model for low-cost airlines with the booking of up front/exit seats and in-flight meals or entertainment.

To drive maximum conversions, these systems must shift to an anticipatory service. That means hotels need to learn, remember and predict a guest’s specific preferences to offer them a unique, sellable combination.

Related: The rise of attribute based selling in hospitality