Hotel flash sales consumers: Who are they?

Abstract

Although flash sales are currently a ubiquitous phenomenon in consumption of many products, including tourism and hospitality products and services, there is a lack of empirical evidence that identifies the types of consumer profiles purchasing flash sales deals. In an effort to fill this void, a total of 358 participants were surveyed to define those personality traits that contribute to the use of hotel flash sales. The study presents a first attempt to empirically assess the psychographic profile of hotel flash sales consumers, and provides important managerial implications based on those profiles. Results reveal that hotel flash sales consumers were more likely to be quality conscious, variety-seekers, and market mavens when compared to other consumers. In addition, and contrary to hotel managers' assumptions that flash sales consumers are price conscious, no profile difference was observed between these and other consumers.