The idea behind discretionary premiumization is to gain a competitive advantage by excelling in one or two specific areas because our minds naturally focus on the outliers - the things that are bizarrely good. It’s about making strategic choices to deliver exceptional value where it matters most to a target audience. In #5 you can see how this relates to the hotel industry, and it’s good food for thought on how other travel categories could benefit from applying discretionary premiumization.
Travel Tech Essentialist #128: Discretionary Premiumization
Travel Tech Essentialist #128: Discretionary…
Travel Tech Essentialist #128: Discretionary Premiumization
The idea behind discretionary premiumization is to gain a competitive advantage by excelling in one or two specific areas because our minds naturally focus on the outliers - the things that are bizarrely good. It’s about making strategic choices to deliver exceptional value where it matters most to a target audience. In #5 you can see how this relates to the hotel industry, and it’s good food for thought on how other travel categories could benefit from applying discretionary premiumization.