A recent Forbes feature debates the pros and cons of choice. “The Paradox of Choice” is Barry Schwarz’ book on the subject of befuddling consumers with an endless array of options. The travel industry could identify pretty well with this paradox. From offering a plethora of rates and reward programs to overloading on amenities and “specials”, more is the name of the game. Excessive choice has increased the time that the the average online traveler must devote to research even while making companies work harder to retain their customers. Metasearch engines – Kayak, for instance – were born to help users ferret out the real deals. Information overload usually results in a better idea to get around but choice overload seems to benefits retailers less than it does customers?
Too many options – counterproductive?
Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS.President and ceo of New York City Hotel Association since January 2017. View all posts by Vijay Dandapani