Attribute-based room selling isn't without challenges

Critics argue that ABS can lead to confusion and complexity for customers, who may be overwhelmed by the number of options available

Expedia's touting of its new technology platform that enables attribute-based selling (ABS) has sparked a debate within the travel industry, with some industry experts expressing skepticism about its success claims, noting that there is limited data on the long-term impact of ABS on customer satisfaction and revenue.

Key takeaways

• Expedia has stated that Enhanced Check-out has led to increased customer satisfaction and higher conversion rates, as customers are more likely to book when they can customize their experience;
• Proponents of ABS argue that it offers customers greater flexibility and control over their travel experience, which can lead to higher satisfaction and loyalty;
• Critics argue that ABS can lead to confusion and complexity for customers, and also raises concerns about transparency, as customers may not fully understand the implications of their choices, such as the impact on pricing or availability;
• The debate over ABS is likely to continue, as more hotel brands like Marriott and Hilton have already implemented ABS for certain products, while others, such as Booking.com, have expressed interest in exploring the technology further.

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